Current Issue : July-September Volume : 2022 Issue Number : 3 Articles : 5 Articles
In customer relationship management, it is important for e-commerce businesses to attract new customers and retain existing ones. Research on customer churn prediction using AI technology is now a major part of e-commerce management. This paper proposes a churn prediction model based on the combination of k-means clustering and AdaBoost classifier algorithm, allowing the segmentation of customers into three categories. Important customer groups can also be determined based on customer behavior and temporal data. Customer churn prediction was carried out using AdaBoost classification and BP neural network techniques. The results show that the research method of clustering before prediction can improve prediction accuracy. In addition, a comparative analysis of the results suggests that the AdaBoost model has better prediction accuracy than the BP neural network model. The research results of this paper can help B2C e-commerce companies develop customer retention measures and marketing strategies....
New social, environmental, and economic scenarios and the continuous evolution of the business world are directing society’s attention towards sustainability. In the current market context, there is a lot of talk about Corporate Social Responsibility (CSR), the tools needed to implement it and the consequent accountability. Undertaking CSR policies is a voluntary choice and this ̀ implies that organizations need to implement a system of guidelines and internal and external processes that influence all their activities. In this regard, this work focuses on the consultation and relative analysis of the “Sustainability Progress Reports” of the global luxury groups Kering and LVMH to proceed to a subsequent analysis related to the material themes of each of the Fashion Houses....
Purpose - The purpose of this paper is to see if the precision marketing strategy for convenience stores should be changed in the new context determined by COVID-19 pandemic challenges. Design/methodology/approach – The literature review is presenting the precision marketing strategy approaches, the segmentation criteria and the consumer profiles for modern grocery retailers. The paper also presents based on secondary data, the Romanian context for convenience stores and the predominant consumer profile after COVID-19 outbreak. Finally, are presented conclusions and recommendations. Findings – Corroborating the literature review with the actual consumer profile, the paper presents as recommendations the use of Pareto’s Law in precision marketing strategy and the implementation of a dual customer experience both in store and online. Research limitations/implications – The paper is conceptual, so future research will be necessary to empirically validate these findings. Originality/value - This study is an important instrument for further research and for retail managers. It offers a valuable response that convenience stores should have to COVID-19 pandemic impact....
More than half of customers thought China B & B experience make them feel uncomfortable, which cause China B & B customers’ satisfaction level was low. This paper mainly adopts a domain based approach to expand, check, synthesize and review the knowledge of China B & B. Through study, this paper believes that the service quality, price, environment and facilities of China B & B have an important impact on customers’ experience satisfaction. Further study, this paper found that improving service quality, strengthening infrastructure construction and enhancing the combination of local culture and B & B will help to improve tourists’ satisfaction....
The background for the present investigation is testing the notion that the positive effect of Corporate Social Responsibility (CSR) on company performance can, at least partly, be explained by the reported synergy between CSR and branding. For CSR to have a positive effect on branding companies’ CSR efforts need to be efficiently communicated to potential customers and potential customers need to be aware of CSR activities of companies or associate specific brands with CSR. We investigated recent video advertisements of globally leading brands for mention of CSR-related themes. Secondly, in a survey, we investigated how far consumers are aware of differences in CSR efforts of these globally leading brands. Our results show that consumers have little idea of the CSR efforts of world-leading brands. Furthermore, the attention to CSR-related themes in recent video advertisements is generally not high and very low for some of the companies....
Loading....