A Dominance-based Rough Set Approach to customer behavior in the airline market

被引：112

作者：

Liou, James J. H. ^{[2
]}

Tzeng, Gwo-Hshiung ^{[1
,3
,4
]}

机构：

[1] Kainan Univ, Dept Business Adm, Grad Inst Project Management, Luchu 338, Taoyuan County, Taiwan

[2] Kainan Univ, Dept Air Transportat, Luchu 338, Taoyuan County, Taiwan

[3] Kainan Univ, Dept Business & Entrepreneurial Management, Luchu 338, Taoyuan County, Taiwan

[4] Natl Chiao Tung Univ, Inst Management Technol, Hsinchu 300, Taiwan

来源：

INFORMATION SCIENCES | 2010年 / 180卷 / 11期

关键词：

Dominance; Rough set; Customer behavior; Data mining; Marketing strategy; MODEL; SIMPLIFICATION; ATTRIBUTES;

D O I：

10.1016/j.ins.2010.01.025

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

Market segmentation is a crucial activity in the present business environment. Data mining is a useful tool for identifying customer behavior patterns in large amounts of data. This information can then be used to help with decision-making in areas such as the airline market. In this study, we use the Dominance-based Rough Set Approach (DRSA) to provide a set of rules for determining customer attitudes and loyalties, which can help managers develop strategies to acquire new customers and retain highly valued ones. A set of rules is derived from a large sample of international airline customers, and its predictive ability is evaluated. The results, as compared with those of multiple discriminate analyses, are very encouraging. They prove the usefulness of the proposed method in predicting the behavior of airline customers. This study demonstrates that the DRSA model helps to identify customers, determine their characteristics, and facilitate the development of a marketing strategy. (C) 2010 Elsevier Inc. All rights reserved.

引用

页码：2230 / 2238

页数：9