Applying ANNs into constructing the CLV discriminant model

Authors:
Ching-Cheng Shen;Kun-Lin Hsieh
Affiliations:
Graduate Program in Travel Industry Management, National Kaohsiung Hospitality College, Kaohsiung, Taiwan, R.O.C.;Department of Information Management, National Taitung University, Taitung, Taiwan R.O.C.
Venue:
DNCOCO'06 Proceedings of the 5th WSEAS international conference on Data networks, communications and computers
Year:
2006

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Abstract

Reviewing the marketing environment, the enterprises had met a competitive pressure due to there are many customers with different characteristics. How to achieve the potential customer retention and maintain their core competition will be an important issue. That is, they will meet the issue of measuring the customer lifetime value (CLV). In this study, a CLV discriminant model by using artificial neural networks (ANNs) will be proposed and the key factors can also be determined. Finally, an illustrative case owing to Taiwanese health club will be employed to demonstrating the rationality and feasibility of the propsoed approach.