Preference mining techniques for customer behavior analysis

The thesis has studied a number of critical problems in data mining for customer behavior analysis and has proposed novel techniques for better modeling of the customers’ decision making process, more efficient analysis of their travel behavior, and more effective identification of their emerging preference.

Customer repurchase intention: a general structural equation model

This paper develops a general service sector model of repurchase intention from the consumer theory literature. A key contribution of the structural equation model is the incorporation of customer perceptions of equity and value and customer brand preference into an integrated repurchase intention analysis. The model describes the extent to which customer repurchase intention is influenced by seven important factors – service quality, equity and value, customer satisfaction, past loyalty, expected switching cost and brand preference. The general model is applied to customers of comprehensive car insurance and personal superannuation services. The analysis finds that although perceived quality does not directly affect customer satisfaction, it does so indirectly via customer equity and value perceptions. The study also finds that past purchase loyalty is not directly related to customer satisfaction or current brand preference and that brand preference is an intervening factor between customer satisfaction and repurchase intention. The main factor influencing brand preference was perceived value with customer satisfaction and expected switching cost having less influence.

An incremental FP-growth web content mining and its application in preference identification

This paper presents a real application of Web-content mining using an incremental FP-Growth approach. We firstly restructure the semi-structured data retrieved from the web pages of Chinese car market to fit into the local database, and then employ an incremental algorithm to discover the association rules for the identification of car preference. To find more general regularities, a method of attribute-oriented induction is also utilized to find customer’s consumption preferences. Experimental results show some interesting consumption preference patterns that may be beneficial for the government in making policy to encourage and guide car consumption.

A fuzzy decision support method for customer preferences analysis based on Choquet integral

The explosion of the Web 2:0 platforms, with massive volume of user generated data, has presented many new opportunities as well as challenges for organizations in understanding consumer's behavior to support for business planning process. Feature based sentiment mining has been an emerging area in providing tools for automated opinion discovery and summarization to help business managers with achieving such goals. However, the current feature based sentiment mining systems were only able to provide some forms of sentiments summary with respect to product features, but impossible to provide insight into the decision making process of consumers. In this paper, we will present a relatively new decision support method based on Choquet Integral aggregation function, Shapley value and Interaction Index which is able to address such requirements of business managers. Using a study case of Hotel industry, we will demonstrate how this technique can be applied to effectively model the user's preference of (hotel) features. The presented method has potential to extend the practical capability of sentiment mining area, while, research findings and analysis are useful in helping business managers to define new target customers and to plan more effective marketing strategies.

Customer-focused CRM: a marketing challenge for organizations

The article explains that CRM is all about building longterm business relationships with customers. It is best described as the blending of internal business processes: sales, marketing and customer support with technology. Research indicates that poor project planning, weak and
incomplete business cases, cost and complexity of the technology, lack of.technological skills, lack of system integration and lack of senior management involvement in the CRM process are among the many factors that inhibit the successful adoption ofCRM in companies. The article presents a framework for customer centric CRM.

Physical activity and sedentary behavior: a population-based study of barriers, enjoyment, and preference

The associations of physical activity and sedentary behavior with barriers, enjoyment, and preferences were examined in a population-based mail survey of 1,332 adults. Respondents reporting high enjoyment and preference for physical activity were more likely to report high levels of activity. Those reporting cost, the weather, and personal barriers to physical activity were less likely to be physically active. Preference for sedentary behavior was associated with the decreased likelihood of being physically active, and the weather as a barrier to physical activity was associated with the increased likelihood of sedentary behavior. These constructs can be used to examine individual and environmental influences on physical activity and sedentary behavior in specific populations and could inform the development of targeted interventions.

Number preference in Australian stocks

Stock price rallies/declines often terminate at price levels that are interpreted by many as areas of psychological resistance or support, while an alternative interpretation is that they coincide with price clusters. Some of these price levels tend to repeat with a regularity that is inconsistent with mere chance. In this paper, the existence of price clusters and psychological barriers is tested on a sample of 20 Australian stocks. We consider two number sequences, both derived from a base number of 100, as well as integer price levels. It is shown that Australian stock price data are not uniformly distributed and that for the majority of the stocks, price swing highs and lows are associated with certain recurring price levels. Some of the implications for trading and investing are considered.

Intercultural service encounters : an exploratory study of customer experiences

Intercultural contact occurs on a daily basis across all facets of life, and is reflective of Australia’s multicultural society. This trend is observed in many Western industrialised nations and has contributed to a growing body of research and literature in the field of managing cultural diversity. While much of this research is focused on the internal context of the workplace, relatively little attention has been given to the impact of culture on the service provider and customer interface. In an effort to shed some light on the service experiences of culturally diverse customers, a series of exploratory interviews were conducted. The findings suggest that on the basis of service provider behaviors (both verbal and nonverbal), culturally diverse customers perceive they are the recipients of inequitable service and consequently experience low levels of satisfaction.

Price exhaustion and number preference : time and price confluence in Australian stock prices

Confluence occurs when different trading filters generate signals that point to the same directional move. Using regression analysis, this paper investigates confluence trading signals associated with number preference and price exhaustion, for a sample of Australian stocks. The results show that certain price levels tend to act as psychological barriers, and that price exhaustion signals are a real phenomenon in the Australian stock market. It is shown also that confluence exists in the Australian stock market. Importantly, confluence is associated with price retracements that are of economic and statistical significance, offering profitable trading opportunities. The results suggest that Australian stocks do not follow a random walk.

An empirical investigation of customer satisfaction and loyalty across two divergent bank segments

Customer satisfaction is an important indicator for customer loyalty, and numerous studies have identified the benefits that customer loyalty delivers to an organisation. Nevertheless, research also suggests that satisfied customers still defect. This study investigated the relationship between customer satisfaction and loyalty intentions within the Australian banking industry for two distinct customer segments, retirees and university students. Results indicate no significant difference in the satisfaction levels of either group; however, there were differences with respect to two of the five behavioural intentions dimensions: loyalty and switch. Satisfaction was found to have a significant impact on three of the five behavioural intentions dimensions: loyalty, pay more and external response, suggesting that management should initiate service policies aimed at securing improvements in customer satisfaction. However, there are also other constructs at work aside from satisfaction in determining future behavioural intentions.

Customer characteristics, satisfaction, and repurchase intention

One area of services marketing which has remained relatively underdeveloped, is the nature of the relationship between customer satisfaction and loyalty, and the moderating influences on this relationship, despite the fact that loyalty is essential for service business survival (Reichheld, 1993). This paper reports research regarding the relationship between consumer satisfaction, repurchase intention, and demographic characteristics. A telephone survey was conducted of 500 city residents, focusing on their visitation of tourism special events. The study found support for the findings of some recent, non-Australian, non-services research studies, in that respondent demographics were found to moderate the relationship between satisfaction and repurchase behaviour (in this case, repurchase intention), in an Australian services context.

An web content based data mining for car consumption in China

This paper introduces an incremental FP-Growth approach for Web content based data mining and its application in solving a real world problem The problem is solved in the following ways. Firstly, we obtain the semi-structured data from the Web pages of Chinese car market and structure them and save them in local database. Secondly, we use an incremental FP-Growth algorithm for mining association rules to discover Chinese consumers' car consumption preference. To find more general regularities, an attribute-oriented induction method is also utilized to find customer's consumption preference among a range of car categories. Experimental results have revealed some interesting consumption preferences that are useful for the decision makers to make the policy to encourage and guide car consumption. Although the current data we used may not be the best representative of the actual market in practice, it is still good enough for the decision making purpose in terms of reflecting the real situation of car consumption preference under the two assumptions in the context.

Service guarantees and customer satisfaction: an empirical study of guarantee type and service experience

Scenario analysis was used to examine empirically the relationships between guarantee type and service experience, and consumer satisfaction, for the service of an Internet Service Provider (ISP). The scenarios involved hypothetical situations in which several factors were varied: the existence of a problem; the invocation of a guarantee, the identity of the invoker; and the manner of resolution of any problem. Alternative service guarantees were associated with each hypothetical experience: a specific guarantee, and an unconditional guarantee. Overall, consumer satisfaction related to the nature of the service experience much more strongly than it did to the difference in guarantee type.