A Study of Applying Data Mining Technology to Customer Relationship Management for Consumer Behavior in Fixed Network Telecommunication Industry

• Main Authors: Shu-ju Lin, 林淑如
• Other Authors: Jieh-Shan Yeh
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/45y5ex

碩士 === 靜宜大學 === 資訊管理學系研究所 === 94 === Since Taiwan’s fixed network telecommunication market was open to the private enterprises, there are four fixed network telecommunication companies that all are engaging in this competition of the broadband fixed network telecom market. Therefore, it has been the right direction for them to run the right way of business that they have to consolidate or to get the profitable important customers and to promote the sustaining competitive advantage. Recently, all of successful enterprises lay emphases on customer oriented relationship management, so that they can understand sufficiently their customer wants and response their customer needs, question quickly in order to create the customer values, and to emphasize the customer satisfaction and loyalty. Subsequently, it could promote enterprise productivity. This study applies association rule of data mining techniques to build models for consumers’ behaviors analysis in Triple Play services (ADSL, Media on Demand, and Telephone service). We first follow the steps of CRISP-DM and utilize the Apriori algorithm and ‘constrained multi-dimensional structure’ to construct customer frequent patterns. Secondly, we use ‘MDL’ (Minimum Description Length), visual graphs, cross-domain (market experts and system experts) evaluation method to find the interesting patterns. Finally, according to the analysis results, this research also provides marketing strategies and suggestions (4P：Product, Price, Place and Promotion) for telecommunication companies’ reference.