Customer Value Analysis of Home Electrical Appliances

• Main Authors: Wu, Szu-Ying, 吳思瑩
• Other Authors: Prof. Cherng G. Ding
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/04923136292462419336

碩士 === 國立交通大學 === 經營管理研究所 === 92 === In recent years, the issue of Customer Relationship Management has gaining a lot of discussion and research. Enterprises are investing many resources to increase understanding of　customers and establish good relationship with customers, in a hope to raise customer satisfaction and customer royalty and eventually to obtain more royal customers. Thereof, Customer Value Analysis is fundamental to CRM. From the perspective of an enterprise, a customer has a higher value if the enterprise gains more profit from the customers. According to the 80/20 rule, an enterprise could gain 80% of earnings on 20% of customers with higher value and the rest of earnings on 80% of customers with lower value. Accordingly, enterprises should discriminate the high value customers and low value customers. Putting most of the resources on customers with higher value will help to attract more high-valued customers to become royal customers, so as to gain maximum profit for the enterprise. In this thesis, we use customer history transaction data of electrical appliances to perform customer value analysis. First, based on the 80/20 rule and discriminated the high value customers and low value customers. Then, using Logistic Regression to build the model of prediction to forecast the customer which type of customer was belongs to. The conclusion of this study may shows: the notable factors that make customers into high value ones are gender, profession, age and purchasing frequencies. The ratio that male, non-students, and the above 50 years old become high value customers is comparably high. And purchasing frequencies are positively relative with the ratio of becoming high value customers. The accurate rate of entire model can live up to 75.6%. It can be more accurately that let the electrical appliances company use this research model to find the cluster of high value customer, helps the company truly to carry on the customer using the enterprise limited resources to the customer relationship management, and achieves the goal that they can reduced the wasting of resources in the enterprise, and promote enterprise's competitive ability.