Mining churning behaviors and developing retention strategies based on a partial least squares (PLS) model
SCIE
SCOPUS
- Title
- Mining churning behaviors and developing retention strategies based on a partial least squares (PLS) model
- Authors
- Lee, H; Lee, Y; Cho, H; Im, K; Kim, YS
- Date Issued
- 2011-12
- Publisher
- ELSEVIER SCIENCE BV
- Abstract
- In a very competitive mobile telecommunication business environment, marketing managers need a business intelligence model that allows them to maintain an optimal (at least a near optimal) level of churners very effectively and efficiently while minimizing the costs throughout their marketing programs. As a first step toward optimal churn management program for marketing managers, this paper focuses on building an accurate and concise predictive model for the purpose of churn prediction utilizing a partial least squares (PLS)-based methodology on highly correlated data sets among variables. A preliminary experiment demonstrates that the presented model provides more accurate performance than traditional prediction models and identifies key variables to better understand churning behaviors. Further, a set of simple churn marketing programs device management, overage management, and complaint management strategies is presented and discussed. (C) 2011 Elsevier B.V. All rights reserved.
- Keywords
- Partial least squares; Customer relationship management; Business intelligence; Churn management; SELECTION; SATISFACTION; PREDICTION; SERVICES; LOYALTY; SYSTEM
- URI
- https://oasis.postech.ac.kr/handle/2014.oak/16489
- DOI
- 10.1016/J.DSS.2011.07.005
- ISSN
- 0167-9236
- Article Type
- Article
- Citation
- DECISION SUPPORT SYSTEMS, vol. 52, no. 1, page. 207 - 216, 2011-12
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- There are no files associated with this item.
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