資料採礦技術與統計方法於顧客滿意度之分析與應用

Application of data mining and statistic techniques in customer satisfaction

王亮凱(Liang-Kai Wang)

指導教授 ： 白炳豐

國立暨南國際大學/管理學院/資訊管理學系/碩士(2008年)

摘要

隨著網路技術不斷更新與持續進步，在寬頻上網服務領域不但吸引新業者相繼加入也不斷於加值服務上推陳出新，形成現今網路事業的蓬勃與發展，面對此激烈競爭市場，電信業者如何有效利用分析工具從顧客資料庫中挖掘出重要資訊，以增進企業營收並擴大市佔率是目前首要的課題。 本研究以某電信公司南投區共13 鄉鎮市的ADSL 寬頻上網服務顧客作為研究對象，藉由問卷調查方式蒐集現有顧客基本資料、使用情況與服務滿意度，利用統計技術與粗略集合論（Rough Sets Theory）進行分析，瞭解利用統計分析與資料採礦方式進行探索的不同，並藉由本研究探討統計分析與以粗略集合論進行資料採礦應用於本議題研究之適用性及提供企業管理者作為該議題研究判斷分析時所採用方法依據，以協助企業有效分析出有用的資訊並達到企業增加營收與降低成本的目標。 關鍵詞： ADSL、問卷調查、統計分析、粗略集合論

關鍵字

ADSL ； 問卷調查 ； 統計分析 ； 粗略集合論

並列摘要

With constant updating and continual progress of Internet technology, not only new competitors are attracted to join one by one in the Asymmetric Digital Subscriber Line
(ADSL) service domain but also the value-adding services are continuously advanced to form the flourishing and development of Internet business nowadays. Facing such a fierce competitive market, it becomes a subject of the first priority at the moment how telecoms companies can effectively use analytical tools to dig out important information from customer database to enhance enterprise sales income and extend their market share.
The study take customers using ADSL service in Nantou Region with a total of 13 towns and cities as our subjects. By means of surveys, we collect existing customer basic
data, use condition and service satisfaction and conduct analysis by statistical techniques and rough sets theory to understand difference between statistical analysis and exploration carried out by data mining. In the study, suitability for statistical analysis and data mining to
be applied on this particular research topic is discussed and it provides managers of enterprises a basis in determining adopted methods when interpreting results of an analysis in studying such an issue, so as to assist enterprise to effectively analyze useful information
and achieve goals of enterprises to increase sale income and reduce costs.
Keywords： ADSL, survey, statistical analysis, rough set theory

並列關鍵字

ADSL ； survey ； statistical analysis ； rough set theory

參考文獻

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