A novel customer scoring model to encourage the use of mobile value added services

Authors:
Hyunchul Ahn;Jae Joo Ahn;Hyun Woo Byun;Kyong Joo Oh
Affiliations:
School of Management Information Systems, Kookmin University, 861-1 Jeongneung-dong, Seongbuk-gu, Seoul 136-702, South Korea;Department of Information and Industrial Engineering, Yonsei University, 262 Seongsanno, Seodaemun-ku, Seoul 120-749, South Korea;Department of Information and Industrial Engineering, Yonsei University, 262 Seongsanno, Seodaemun-ku, Seoul 120-749, South Korea;Department of Information and Industrial Engineering, Yonsei University, 262 Seongsanno, Seodaemun-ku, Seoul 120-749, South Korea
Venue:
Expert Systems with Applications: An International Journal
Year:
2011

Citing 9
Cited 1

Applications of machine learning and rule induction

Communications of the ACM
Building Data Mining Applications for CRM

Building Data Mining Applications for CRM
Data Mining Techniques: For Marketing, Sales, and Customer Support

Data Mining Techniques: For Marketing, Sales, and Customer Support
Service quality and customer satisfaction measurement of mobile value-added services: a conceptual review

International Journal of Mobile Communications
Quality of service parameters in cellular mobile communication

International Journal of Mobile Communications
Towards an understanding of the behavioral intention to use 3G mobile value-added services

Computers in Human Behavior
The use of data mining and neural networks for forecasting stock market returns

Expert Systems with Applications: An International Journal
Selection of mobile value-added services for system operators using fuzzy synthetic evaluation

Expert Systems with Applications: An International Journal
Predicting box-office success of motion pictures with neural networks

Expert Systems with Applications: An International Journal

Mobile phone customer retention strategies and Chinese e-commerce

Electronic Commerce Research and Applications

Quantified Score

Hi-index	12.05

Visualization

Abstract

Following deregulation and liberalization of the mobile telecommunications sector, the mobile telecommunication market is becoming increasingly saturated. Mobile operators are confronted with a sluggish user growth rate and a fall in the average revenue per user (ARPU). Mobile value-added services (VAS) are expected to form mobile operators' strategy to compensate dwindling revenues. However, not only is it difficult to analyze which types of customers are willing to use VAS, but it is equally difficult to understand the diversified customer preferences on VAS. This study proposes an integrated scoring model that includes multiple classification models. It analyzes and distinguishes the potential prospects of VAS. We applied our model to the case of a mobile operator in Korea to validate its usefulness. We explored the prospects for melody bells for that company. We found that our proposed scoring model produces better results than other comparative models.