Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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Analyzing Customer Purchase Behavior of a Department Store and Applying Customer Relationship Management Strategies

백화점 고객의 구매 분석 및 고객관계관리 전략 적용

  • 하성호 (경북대학교 경상대학 경영학부) ;
  • 백경훈 (화성산업(주) 동아백화점 전산실)
  • Published : 2004.11.01
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Abstract

This study analyzes customer buying-behavior patterns in a department store as time goes on, and predicts moving patterns of its customers. Through them, it suggests in this paper short-term and long-term marketing promotion strategies. RFM techniques are utilized for customer segmentation. Customers are clustered by using the Kohonen's Self Organizing Map as a method of data mining techniques. Then C5.0, a decision tree analysis technique, is used to predict moving patterns of customers. Using real world data, this study evaluates the prediction accuracy of predictive models.

Keywords

References

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