To stay competitive, the mobile telecommunication companies spend millions of Ghana cedi each year on building long-term relationships with their customers. Marketing managers are constantly challenged with the proble...To stay competitive, the mobile telecommunication companies spend millions of Ghana cedi each year on building long-term relationships with their customers. Marketing managers are constantly challenged with the problem of where to channel the limited resources in order to retain existing customers. This study approaches the customer retention problem in the mobile phone sector from a behavioural perspective, applying the Behavioural Perspective Model as the main analytical framework and further exploits some other factors that influence customer retention. The model includes a set of pre-behaviour and post-behaviour factors to study consumer choice, and explains its relevant drivers in a viable and comprehensive way, grounded in radical behaviourism. Data for the analysis were collected from tertiary students from Accra and Takoradi. Data collected were analysed using the multinomial regression technique. Analysis of the data revealed that the Behaviour setting factor is the only significant element in Behaviour Perspective Model. Further exploitation of behaviour situation revealed that the number of networks a customer uses, previous experience of a customer and customer’s intention are significant factors in determining customer retention in Ghana’s mobile telecommunication industry.展开更多
Presently,customer retention is essential for reducing customer churn in telecommunication industry.Customer churn prediction(CCP)is important to predict the possibility of customer retention in the quality of service...Presently,customer retention is essential for reducing customer churn in telecommunication industry.Customer churn prediction(CCP)is important to predict the possibility of customer retention in the quality of services.Since risks of customer churn also get essential,the rise of machine learning(ML)models can be employed to investigate the characteristics of customer behavior.Besides,deep learning(DL)models help in prediction of the customer behavior based characteristic data.Since the DL models necessitate hyperparameter modelling and effort,the process is difficult for research communities and business people.In this view,this study designs an optimal deep canonically correlated autoencoder based prediction(ODCCAEP)model for competitive customer dependent application sector.In addition,the O-DCCAEP method purposes for determining the churning nature of the customers.The O-DCCAEP technique encompasses preprocessing,classification,and hyperparameter optimization.Additionally,the DCCAE model is employed to classify the churners or non-churner.Furthermore,the hyperparameter optimization of the DCCAE technique occurs utilizing the deer hunting optimization algorithm(DHOA).The experimental evaluation of the O-DCCAEP technique is carried out against an own dataset and the outcomes highlighted the betterment of the presented O-DCCAEP approach on existing approaches.展开更多
Customer churn may be a critical issue for banks. The extant literature on statistical and machine learning for customer churn focuses on the problem of correctly predicting that a customer is about to switch bank, wh...Customer churn may be a critical issue for banks. The extant literature on statistical and machine learning for customer churn focuses on the problem of correctly predicting that a customer is about to switch bank, while very rarely consid-ers the problem of generating personalized actions to improve the customer retention rate. However, these decisions are at least as critical as the correct identification of customers at risk. The decision of what actions to deliver to what customers is normally left to managers who can only rely upon their knowledge. By looking at the scientific literature on CRM and personalization, this research proposes a number of models which can be used to generate marketing ac-tions, and shows how to integrate them into a model embracing both the analytical prediction of customer churn and the generation of retention actions. The benefits and risks associated with each approach are discussed. The paper also describes a case of application of a predictive model of customer churn in a retail bank where the analysts have also generated a set of personalized actions to retain customers by using one of the approaches presented in the paper, namely by adapting a recommender system approach to the retention problem.展开更多
文摘To stay competitive, the mobile telecommunication companies spend millions of Ghana cedi each year on building long-term relationships with their customers. Marketing managers are constantly challenged with the problem of where to channel the limited resources in order to retain existing customers. This study approaches the customer retention problem in the mobile phone sector from a behavioural perspective, applying the Behavioural Perspective Model as the main analytical framework and further exploits some other factors that influence customer retention. The model includes a set of pre-behaviour and post-behaviour factors to study consumer choice, and explains its relevant drivers in a viable and comprehensive way, grounded in radical behaviourism. Data for the analysis were collected from tertiary students from Accra and Takoradi. Data collected were analysed using the multinomial regression technique. Analysis of the data revealed that the Behaviour setting factor is the only significant element in Behaviour Perspective Model. Further exploitation of behaviour situation revealed that the number of networks a customer uses, previous experience of a customer and customer’s intention are significant factors in determining customer retention in Ghana’s mobile telecommunication industry.
文摘Presently,customer retention is essential for reducing customer churn in telecommunication industry.Customer churn prediction(CCP)is important to predict the possibility of customer retention in the quality of services.Since risks of customer churn also get essential,the rise of machine learning(ML)models can be employed to investigate the characteristics of customer behavior.Besides,deep learning(DL)models help in prediction of the customer behavior based characteristic data.Since the DL models necessitate hyperparameter modelling and effort,the process is difficult for research communities and business people.In this view,this study designs an optimal deep canonically correlated autoencoder based prediction(ODCCAEP)model for competitive customer dependent application sector.In addition,the O-DCCAEP method purposes for determining the churning nature of the customers.The O-DCCAEP technique encompasses preprocessing,classification,and hyperparameter optimization.Additionally,the DCCAE model is employed to classify the churners or non-churner.Furthermore,the hyperparameter optimization of the DCCAE technique occurs utilizing the deer hunting optimization algorithm(DHOA).The experimental evaluation of the O-DCCAEP technique is carried out against an own dataset and the outcomes highlighted the betterment of the presented O-DCCAEP approach on existing approaches.
文摘Customer churn may be a critical issue for banks. The extant literature on statistical and machine learning for customer churn focuses on the problem of correctly predicting that a customer is about to switch bank, while very rarely consid-ers the problem of generating personalized actions to improve the customer retention rate. However, these decisions are at least as critical as the correct identification of customers at risk. The decision of what actions to deliver to what customers is normally left to managers who can only rely upon their knowledge. By looking at the scientific literature on CRM and personalization, this research proposes a number of models which can be used to generate marketing ac-tions, and shows how to integrate them into a model embracing both the analytical prediction of customer churn and the generation of retention actions. The benefits and risks associated with each approach are discussed. The paper also describes a case of application of a predictive model of customer churn in a retail bank where the analysts have also generated a set of personalized actions to retain customers by using one of the approaches presented in the paper, namely by adapting a recommender system approach to the retention problem.
