客戶忠誠度-以電信業ISP為例

Customers’Royality-Electricity ISP as example

陳志偉(Chih-Wei Chen)

指導教授 ： 劉寶鈞

元智大學/資訊學院/資訊工程學系/碩士(2009年)

摘要

隨著資訊時代的來臨，網路成為大眾工作、生活中必備工具，近年來固網執照的開放，國內網路服務業者(ISP)面臨了同業強大競爭市場考驗；透過各項文獻探討，發現唯有與顧客建立長期而穩定的關係，才是業者在這場激烈競爭中致勝的關鍵。

顧客關係管理是企業與顧客建立長期而穩定關係的橋樑，在顧客關係管理中，能辨識出顧客忠誠度是很重要的課題，若企業能夠由新顧客短期的交易資料中，判斷出顧客的忠誠度，針對潛在流失顧客積極進行關係的維繫，降低顧客流失率，對企業整體利益將會有很大幫助，也是本研究之目的。
本研究使用C5.0決策樹[Qui86]為分析工具，採用某ISP業者2007~2008年申請顧客，作為建立模組的資料，經過重複驗證調整建立出最佳模組，分析結果正確率達70.91%。透過本研究建立之預測模組可分析每一位顧客潛在流失可能性及顧客潛在行為，結合ISP業者的顧客關係管理系統，可供ISP業者進行顧客關係維繫及行銷策略之參考依據，有效將公司資源運用於顧客上，提升顧客忠誠度，進而提升企業整體利潤。

關鍵字

顧客忠誠度 ； 決策樹 ； 資料探勘

並列摘要

With the advent of the in for mation age, the Internet becomes a public work and an indispensable tool for life. In recent years, the opening up of fixed-line license, the domestic Internet service provider (ISP) is facing a competitive market with a powerful test. Through the literature review found only with customers to establish long-term and stable relationship between the industry is fierce competition in the key of success.

Customer Relationship Management is the bridges between a business and customers to establish long-term and stable relations. In the customer relationship management, it can identify customer loyalty is a very important task. If the enterprises determine customer loyalty degrees from new customers in the short-term transactions, for the potential loss of customers to maintain active relations, reduce customer turnover rate, and the overall interests of the enterprise will be of great help is also the purpose of this study.

In this study, using C5.0 decision tree [Qui86] as analytical tools, and use a certain ISP industry applications during 2007 ~ 2008 customers as a module of the in for mation. After repeating adjusted to establish the best verification module, the results of the analyzed accuracy is up to 70.91%. Through the study of establishing the for ecast analysis of each module can be a potential loss of clients and customers the possibility of potential acts. Combining with the ISP industry customer relationship management system for ISP industry refer about maintaining customer relations and marketing strategies. The effective corporate resources applied to customers to enhance customer loyalty, and also enhance overall profit.

並列關鍵字

Decision Tree ； Data Mining ； ISP

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