Customer Value Analysis in Security Industry

• Main Authors: Huang,Chih-Min, 黃志敏
• Other Authors: Chiu, Kuang-Hui
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31719980765914853515

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 102 === In recent years, economic events such as European debt crisis, the United States fiscal cliff, petrol and electricity prices rising and the taxation on capital gains on securities in Taiwan disrupted the stock market and caused the turbulence. The persistency of capital flight and the lack of momentum on trading volume in stock market made it even worse. How to create higher customer value and build customer loyalty becomes a critical issue for security dealers. Even with the limitation upon the enterprise resources, this study not only intends to define the customers groups in different values, but also brings up the corresponding management strategies. This study (based on RFMLI five variables) design used Kohonen Net and K-Means two stages clustering in combination with Reinartz and Kumar (2002) - Loyalty Strategic Matrix analysis, which successfully segment active customers to four groups including True Friends, Butterflies, Strangers and Barnacles. Security dealers can dedicate themselves to targeted customers and proactively offer specific services to enhance their customer relationship management and customer loyalty. Moreover, the study applies Decision Tree C5.0 and Logistic Regression algorithm on the result of clustering to establish customer value and behavior analysis model and customer investment preference scoring model. All these are expected to apply on the development of customer business strategy and are also able to be implemented into the databases for the future review. This research can assist the enterprise to develop a deeper relationship with the customers, further achieve the database marketing project for the targeted investment behaviors and persistently enhance the models and regulations in the future. This is provided for security dealers’ reference and it could be of help in some ways.