Revisiting Customer Value by Forecasting E-Service Usages
學年 100
學期 2
出版（發表）日期 2012-03-01
作品名稱 Revisiting Customer Value by Forecasting E-Service Usages
作品名稱（其他語言）
著者 Chang, Wei-lun; Weng, Sung-shun
單位 淡江大學企業管理學系
出版者 International Association for Computer Information Systems
著錄名稱、卷期、頁數 Journal of Computer Information Systems 52(3), pp.41-49
摘要 n the past, firms focused on stimulating consumption and acquiring customers while neglecting the significance of customer retention. This study delaminated customer value based on previous literature and blended the evolution of the CRM concept to build a customer value model. This work applied a Markov Chain and Bayesian theorem to forecast and recommend appropriate CRM e-services to customers, using Apple iTunes as a case study. Findings revealed that precision was the highest for 52 samples of customer behavior. The precision of a typical student or addicted worker can reach 70.6%, 60.4% for an addicted student, and 50% for a typical worker. The performance of Bayesian theorem is insignificantly influenced by customer type and sample. The adequacy was as high as 90%. The proposed framework not only revisits the value on needs, but also helps firms recommend appropriate services.
關鍵字 E-Service;CRM;Markov Chain;Bayesian Approach
語言 en_US
ISSN 2380-2057
期刊性質 國外
收錄於 SCI
產學合作
通訊作者
審稿制度 是
國別 USA
公開徵稿
出版型式 ,電子版,紙本
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