Para acceder a los documentos con el texto completo, por favor, siga el siguiente enlace: http://hdl.handle.net/2117/86180

Customer continuity management as a foundation for churn data mining
García, David L.; Vellido Alcacena, Alfredo; Nebot Castells, M. Àngela
Universitat Politècnica de Catalunya. Departament de Llenguatges i Sistemes Informàtics; Universitat Politècnica de Catalunya. SOCO - Soft Computing
This report lays the first theoretical foundations for a research program on analytical churn management. In the current hypercompetitive business scenario, firms have to bend over backwards in their strategies both to retain their customers and to lure those from the competition. For this reason, understanding how customer loyalty construction mechanisms work, anticipating the customer’s intention to abandon a service provider, becomes a critical business acumen to ensure a company’s continuity in the market. To this end, in this report we propose a complete customer loyalty management model referred to as Customer Continuity Management. This type of knowledge can always be qualitatively obtained, but quantitative analysis of actual customer data should increase the certainty on its reliability and business actionability. This is why Data Mining techniques, applied to market surveyed information, can provide valuable assistance to churn (customer attrition) management processes. This report focuses on the prevention side of customer loyalty management and, especially, on customer satisfaction and switching barriers. Some of principals existing explanatory models of customer loyalty building are review in detail.
Àrees temàtiques de la UPC::Informàtica::Intel·ligència artificial
Customer continuity management
Churn
Loyalty
Data mining
info:eu-repo/semantics/publishedVersion
Informe
         

Mostrar el registro completo del ítem

Documentos relacionados

Otros documentos del mismo autor/a

García, David L.; Vellido Alcacena, Alfredo; Nebot Castells, M. Àngela
González Cardenas, Rubén; Nebot Castells, M. Àngela; Múgica Álvarez, Francisco; Vellido Alcacena, Alfredo
Paz Ortiz, Iván; Nebot Castells, M. Àngela; Romero Merino, Enrique; Múgica Álvarez, Francisco; Vellido Alcacena, Alfredo
Nebot Castells, M. Àngela; Castro Espinoza, Félix Agustín; Vellido Alcacena, Alfredo; Julià Sapé, Margarida; Arús, Carles
Nebot Castells, M. Àngela; Castro Espinoza, Félix Agustín; Vellido Alcacena, Alfredo; Julià Sapé, Margarida; Arús, Carles