제품 네트워크 분석을 이용한 고객의 구매제품 특성 비교 연구

다국어 초록 (Multilingual Abstract)

As development of information technologies, customer retention has been an important issue in the competing environment. A lot of researches focus on prediction of the churning customers and seeking their characteristics. However, relationships among customers or products have not been considered in existing researches.
In this study, product networks are proposed and analyzed to investigate the differences of network characteristics of products purchased by potential churning customers and those of loyal customers. The product networks are constructed from real product purchase data collected from a Korean department store. We investigated the characteristic differences, such as the degree centrality, degree centralization, and density, of two product networks constructed by potential churning customers and the loyal customers. The results indicate that degree centrality, density and degree centralization of the product network of the loyal customers are higher than those of the potential churning customers. And the promotional products of the department store are resulted to be effective in attracting the loyal customers.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 사회 네트워크 분석
• 3. 충성고객의 제품 네트워크/잠재적 이탈고객의 제품 네트워크 실증 분석
• 4. 결론
• 참고문헌

참고문헌 (Reference)

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