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http://dx.doi.org/10.9716/KITS.2021.20.4.035

A Priority Analysis of Card Customer Churn Factors Using AHP : Focusing on Management Support, Card Recruitment, Customer Service Personnel's Perspective  

Lee, Jungwoo (NH농협금융지주 NH금융연구소)
Song, Young-gue (신협중앙회 IT경영부문)
Han, Chang Hee (한양대학교 경영학부)
Publication Information
Journal of Information Technology Services / v.20, no.4, 2021 , pp. 35-52 More about this Journal
Abstract
Nowadays data-based decision making is emerging as the center of the business environment paradigm, but many companies do not have data-driven decision-making systems. It has also been studied that using an expert's intuition in decision making can be more efficient in terms of speed and cost, compared to analytical decision making. The goal of this study is to analyze customer churn factors using a group of experts within a financial company from the viewpoint of decision-making efficiency. We applied a debit card 'A', product of the National Credit Union Federation of Korea. The churn factors of all the financial expert groups were examined. Also. the difference in each group (management support, card recruitment, customer service group) was analyzed. We expect that this study will be helpful in the practical aspects of managers whose environments is lack data-oriented infrastructure and culture.
Keywords
Data Analytics; Customer Churn; Decision-Making; AHP; ANoVA; Credit Union;
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