| Author | Sukit Vangtan |
| Call Number | AIT RSPR no. IM-08-02 |
| Subject(s) | Consumer behavior
|
| Note | A research study submitted in partial fu lfillment of the requirements for the Degree of Master of Science in Information Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. IM-08-02 |
| Abstract | In highly competitive market today, customer re tention is necessary. It is a cost effective and profitable strategy. Customer retention is critical to any business that generates repeat purchases because, marketing strategies and tactics are ba sed on past purch ase behavior. Rather than acquiring new customers, retain ing current customer is more beneficial. A successful customer retention strategy relies on customer behaviors. Customer retention strategy identifies the level of relationship between customers and the firm. The objective of this research is to identify how customer behavior should be used to support customer retention strategy. This research introduces and implements th e customer retention strategies based on purchase behaviors and customer profile. Two crucial data re quired for this research are customer’s profiles and customer transactions . The customer behaviors are indentified by using k-mean to group customers’ transa ction and partial correlation to segment customers’ profile. There are 4 customer group s, captive, convenience seeker, contented, and committed. The correlation results ha d shown significance in the groups of convenience seeker customers and committed cu stomers. The relationships are between customers’ profile and customer transacti on, which are education and occupation for convenience seeker customer and number of ch ildren and income for committed customer. Convenience seeker customers are male, ages between 40 – 62 years old with some college degree and have professional career. Committe d customers are female, ages 37 – 58 years old with 2 – 3 children and have income of $30 - $50 a year. |
| Year | 2008 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. IM-08-02 |
| Type | Research Study Project Report (RSPR) |
| School | School of Engineering and Technology (SET) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information Management (IM) |
| Chairperson(s) | Vatcharaporn Esichaikul; |
| Examination Committee(s) | Donyaprueth Krairit;Sumanta Guha, ; |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2008 |