English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 58323/91867 (63%)
造訪人次 : 14040808      線上人數 : 70
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/65042


    題名: The Measurement of Online Customers' Product Loyalty Status and Its Application
    作者: Chang, Horng-Jinh;Hung, Lun-ping;Ho, Chia-ling
    貢獻者: 淡江大學經營決策學系
    關鍵詞: SPLS;Standard Product Loyalty Status;Loyal Customer;Potential Customer
    日期: 2010-06
    上傳時間: 2011-10-20 16:28:47 (UTC+8)
    出版者: 臺北縣:淡江大學
    摘要: Comparing with the traditional store, the online store can keep the track of customers’ purchasing records and personal information. By analyzing these customers’ records, online store can have a better understanding of their customers’ profile and purchasing behavior. In this paper, we define a standard product loyalty status, or SPLS, using customers’purchasing records to evaluate each customer’s loyalty to a certain product. SPLS is incorporated with loyal customers’ personal backgrounds as the input of cluster analysis that divides loyal customers into different groups. Loyal customers in the same groups have similar purchasing behavior and personal backgrounds. Similarity analysis measures the similarity of backgrounds between a non-loyal customer and groups of loyal customers in order to find this customer’s belonged group. Then, an expected SPLS value is assigned to this non-loyal customer to estimate his/her probability of purchasing a certain product. Customers who have expected SPLS value larger than a threshold are regarded as potential customers. Marketing specialists should recommend the product to potential customers. An experimental result shows that there are more than 50 percent of potential customers who actually purchase the product and become a“real” customer. Aprototype of our proposed model is used by a fast growing online retailer in Taiwan and is still in the experimental period.
    關聯: 淡江理工學刊=Tamkang Journal of Science and Engineering 13(2), pp.189-196
    顯示於類別:[管理科學學系暨研究所] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    1560-6686_13(2)_p189-196.pdf1556KbAdobe PDF340檢視/開啟

    在機構典藏中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋