| Summary: | 碩士 === 國立東華大學 === 高階經營管理碩士在職專班 === 96 === This study approach the forcast customers’ attrition, it is not only using the data of general demographic, customers’ historical sales transaction log, but also the other products’ and services’ data applying into the construct, The purpose of this study is that to find out if the bank using customer attrition forcast model, except to reduce the bank’s retention cost and know why the customer attrition, than this study treats the bank invest the cost of marketing and service whether affected customers’ attrition or not? In this study, data mining technology such as decision tree and neural network, is used to forcast the customers’ voluntary attrition or involuntary attrition. In addition the real banks’ credit card database is used to determine the best practice for the attrition forecast model, griping the marketing and retention customers list, minimizing the bank’s cost, maximizing the profit.
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