earticle

영어

Customer retention is a pressing issue in the competing environment. It is critical for companies to get and maintain the loyal customers. Lots of researchers make effort to seek the characteristics of the churning customers and the loyal customers using the data mining techniques such as decision tree.
In this study, we propose a customer networks using customers’ preference by analyzing the purchase data collected from a Korean cosmetic provider. I investigate whether the churning customers and the loyal customers are on different degree centrality and density of the customer networks.