earticle

영어

Customer retention has been an important issue in the competing environment. Lots of researches focus on prediction of the churning customers and seeking the characteristics of them. However, relationships among customers or products have been considered in the existing researches. In this study, a product network is proposed to investigate the differences of network characteristics of products purchased by churning customers and loyal customers through the real purchase data of a Korean department store. We investigated whether degree centralities, densities and degree centralization of the networks of product purchased by churning customers and the loyal customers are different. Our results indicate that degree centrality, density and degree centralization of the product network of churning customers are higher than those of the loyal customer. We expect that the suggested social network analysis is used to as a complementary analysis methodology for predicting the churning customers and seeking the characteristics of them.