The study of Customer Value and Purchasing Behavior - An Example of Credit-Card-Based Mail Order

• Main Authors: Yu-I Tseng, 曾裕益
• Other Authors: Cedric H. J. Wu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/58974122725369529767

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 91 === During the information era, the transaction information has been accumulated, especially the credit card transaction. The research used the database to observe the behavior on mail order of the credit card holder from the case bank. Three attributes, recent, frequency, and monetary, are used to analysis the activities and value of cardholders. The research used the activities and value as two indicators to divided cardholders into four groups whose are activity-value, activity-potential, potential-value, and potential. The demographics and transaction propensity is different during four segments. The result is valuable for practical mail order selling, and other marketing activities.