A practical guide to neural nets
A practical guide to neural nets
Neural networks for decision support: problems and opportunities
Decision Support Systems - Special issue on neural networks for decision support
Essence of Neural Networks
Neural Networks: A Comprehensive Foundation
Neural Networks: A Comprehensive Foundation
Fundamentals of Artificial Neural Networks
Fundamentals of Artificial Neural Networks
Customer Targeting: A Neural Network Approach Guided by Genetic Algorithms
Management Science
Computers and Operations Research
Journal of Management Information Systems - Special section: Data mining
An endorser discovering mechanism for social advertising
Proceedings of the 11th International Conference on Electronic Commerce
A case study of applying LRFM model in market segmentation of a children's dental clinic
Expert Systems with Applications: An International Journal
Hi-index | 12.05 |
The purpose of the research was the development of a neural networks model to recognize profitable customers for dental services marketing. Data set was built up from proprietary customer databases and survey of seven dental clinics in Taiwan. Multi-layer feed-forward neural networks with sigmoid function trained by back-propagation training algorithm were utilized to build the recognition model. The result reveals that the recognition accuracy of the test on the model is greater than that expected by chance. Meanwhile, a set of contribution weights representing the general importance of each independent variable was produced and their marketing implications were illustrated. This research confirms that the neural network model is useful in recognizing existing patterns of customers' data. The advantages of using the model are highlighted and marketing implications are demonstrated. Authors believe that the model is useful and suitable as an analyzing tool for dental marketers on market strategy planning.