文章基本信息

标题：FINDING THE OPTIMAL PATH TO THE LOYAL CLUSTER BASED ON RATE OF PROFIT
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作者：SANG-CHUL LEE ; KWANG-HYUK IM
期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2019
卷号：97
期号：17
页码：4647-4658
出版社：Journal of Theoretical and Applied
摘要：With internet-based business, it is important to maintain existing customers, as well as to attract new ones. To maintain existing customers and enhance customer loyalty, companies should find low-loyalty clusters and change low-loyal customers into loyal customers. Based on the economic analysis of ROP (Rate of Profit), this research proposes a method for improving customer loyalty by transferring low-loyalty clusters into an optimal loyalty cluster. By confirmatory factor analysis, six items were deleted and thirteen items for four primary factors were remained. The analysis of a two-level SOM resulted in the development of ten market segments. To find the optimal (target) cluster for improving customer loyalty, this research calculates ROP based on gain and cost between the groups. This research determined the target cluster and the path to move into and proposed the strategies to change customer behavior. The proposed method may help companies identify the optimal cluster where a loyalty exceeds cost.
关键词：Market Segmentation; Self;Organizing Map; Customer Loyalty; Economic Analysis; Rate of Profit