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需求成熟度模型的商业银行零售客户交叉购买行为预测研究 被引量：1

Forecast of Retail Customer’s Cross-Buying Behavior of A Commercial Bank Based on Customer Demand Maturity
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摘要 以我国某商业银行作为研究对象,构建了商业银行零售客户交叉购买行为预测模型,对商业银行零售客户的购买类别进行预测.研究结果显示,采用需求成熟度效用模型能够较好的预测客户购买决策,预测准确性达到81.23%.预测结果为商业银行有效开展交叉销售营销活动提供了理论支持与实践指导. A consumer’s cross-buying behavior model to forecast the customer’s behavior in a commercial bank.The empirical results show that the customer utility model by using demand maturity can well predict customer’s purchasing decisions,with the forecast accuracy of the model is 81.23%.The forecast results providea theoretical support and practical guidance for the commercial bank’s crossselling marketing strategy.
作者 田敏 李纯青 李雪萍
机构地区 西安工业大学经济管理学院
出处 《西安工业大学学报》 CAS 2013年第5期392-397,共6页 Journal of Xi’an Technological University
基金 国家自然基金面上项目(71172133) 陕西省普通高等学校哲学社会科学特色学科建设资助 西安工业大学科研创新团队建设计划资助
关键词 商业银行 交叉购买 需求成熟度 转移成本 效用模型 commercial bank cross-buying customer demand maturity switch cost utility model
分类号 F224 [经济管理—国民经济]
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参考文献13

  • 1NGOBO P V. Drivers of Customers Cross-buying Inten-tions[J], European Journal of Marketing, 2004, 38(9/10):1129.
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二级参考文献24

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共引文献49

同被引文献5

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西安工业大学学报
2013年 第5期

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