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Customer behaviors for supporting customer retention strategies

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dc.contributor.advisor Dr. Vatcharaporn Esichaikul (Chairman) en_US
dc.contributor.advisor Dr. Donyaprueth Krairit (Member) en_US
dc.contributor.advisor Dr. Sumanta Guha (Member) en_US
dc.contributor.author Sukit Vangtan en_US
dc.date.accessioned 2015-01-12T10:43:33Z
dc.date.available 2015-01-12T10:43:33Z
dc.date.issued 2008 en_US
dc.identifier.other AIT RSPR no.IM-08-02 en_US
dc.identifier.uri http://www.cs.ait.ac.th/xmlui/handle/123456789/462
dc.description 49 p. en_US
dc.description.abstract In highly competitive market today, customer retention is necessary. It is a cost effective and profitable strategy. Customer retention is critical to any business that generates repeat purchases because, marketing strategies and tactics are based on past purchase behavior. Rather than acquiring new customers, retaining current customer is more beneficial. A successful customer retention strategy relies on customer behaviors. Customer retention strategy identifies the level of relationship between customers and the firm. The objective of this research is to identify how customer behavior should be used to support customer retention strategy. This research introduces and implements the customer retention strategies based on purchase behaviors and customer profile. Two crucial data required for this research are customer’s profiles and customer transactions. The customer behaviors are indentified by using k-mean to group customers’ transaction and partial correlation to segment customers’ profile. There are 4 customer groups, captive, convenience seeker, contented, and committed. The correlation results had shown significance in the groups of convenience seeker customers and committed customers. The relationships are between customers’ profile and customer transaction, which are education and occupation for convenience seeker customer and number of children and income for committed customer. Convenience seeker customers are male, ages between 40 – 62 years old with some college degree and have professional career. Committed customers are female, ages 37 – 58 years old with 2 – 3 children and have income of $30 - $50 a year. en_US
dc.language.iso en en_US
dc.publisher Asian Institute of Technology en_US
dc.relation.ispartofseries AIT Publications; en_US
dc.subject Customer retention strategies en_US
dc.subject Customer behavior en_US
dc.subject Customer profile en_US
dc.title Customer behaviors for supporting customer retention strategies en_US
dc.type Research Report en_US

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