The Study on Customer's Lifestyle Values Prediction Model By Useing Neural Network-- A case study of Gold's Gym Health & Fitness Club

• Main Authors: Chia-hao Lin, 林家豪
• Other Authors: Ching-cheng Shen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/55447486208076813928

碩士 === 南華大學 === 旅遊事業管理學研究所 === 94 === 　　As a result of urbanization and the development of technology, citizens feel the pressure of working or life. In order to relieve stress and be health, they are attracted to .healthy clubs. Customer relationship management is importance in healthy clubs result from member system. Therefore, healthy clubs focus on the quality of equipments and service to satisfy consumers and benefit earning. There are two subjects in marketing of organizations: first, how to maintain the relationship with consumers. Second , how to attract new consumers. According to The One to One Future：Building Relationships with One Customer at A Time written by Don Peppers and Martha Rogers indicates that to find a new consumer is five times of cost of maintaining consumers. In addition, most organizations lose 25% of consumers every year. However, if firms lessen 5% of defection rate, the earning will raise 100%. In recent years, the marketing based on database may be developed due to neural network. Hence, this study attempts to examine the kinds of consumers. 　 　　This study uses case study and select Gold’s Gym Health & Fitness Club as an example result form the close relationship between sport industry and consumers. The examinations of the kinds of consumers, amount of consumption, and how long they participate in the club prediction model by using discriminant analysis, neural network analysis to fine anticipative variables. Further analysis compares the differentiation rate of the three examinations to fine the variables with high differentiation rate. The results will contribute to Gold’s Gym Health & Fitness Club and provide the kinds and lifetime value of consumers.