信用卡消費分期之顧客價值探討

A Study of Customer Value in Credit Card Consuming Installment

林娜雪(Na-Hsueh Lin)

指導教授 ： 盧以詮

元智大學/資訊學院/資訊管理學系/碩士(2011年)

摘要

有鑑於現行信用卡市場的剪卡率居高不下，顧客對於信用卡忠誠度不斷的下降，常會因為信用卡的附加功能優惠誘因，剪了一張換一張；發卡金融企業對於如何去維繫卡戶關係變成一個令人頭痛的難題。通常分期時間短則３、６個月，長則可能高達２年或者更長。對發卡金融企業來說更可以放心這群客戶在期間內都會是有效卡戶。於是，本研究對於信用卡消費分期顧客資料進行資料探勘，透過資料探勘技術去細分了解其信用卡消費分期顧客之價值。

關鍵字

資料探勘 ； RFM ； K-Means

並列摘要

Due to the fact that credit card holders cancelled some of their credit cards more often than ever, it reveals a crisis for bankers facing a constant drop in royalty from their credit card customers. One of the main reasons is the attractive special promotion brought by competitors. Thus, maintenance of customer relationships with card holders is quite a challenging headache in every bank. Usually, installment can be divided into 3, 6, 12 or even 24 payments. The reason behind this offering is to ensure these credit card customers stay put and perhaps slide their cards a few more times before installments are paid off. This research is to perform a data mining analyzing customers' psychological aspects toward shopping now and pay later as well as justifying for their value of existence in the whole business war of the so-called plastic money.

並列關鍵字

Data Mining ； RFM ； K-Means

參考文獻

[6] 張心馨，蔡獻富,「以Data Mining技術結合SOM和K-Mean的消費者分群方法於顧客關係管理和績效獲利性評估之實證研究」，資訊管理學報，第11卷第4期，頁161-203，2004年。

中文文獻：

[1] 行政院金融監督管理委員會銀行局，http://www.fsc.gov.tw/Layout/main_ch/index.aspx?frame=3。

[2] 財團法人聯合信用卡處理中心，http://www.nccc.com.tw/index.htm。

[3] 翁慈宗，「資料探勘的發展與挑戰」，科學發展期刊，第442期，頁34-37，2009年。