Paper Info
Title
CRM strategies for a small-sized online shopping mall based on association rules and sequential patterns
Abstract
As dot-com bubble burst in 2002, an uncountable number of small-sized online shopping malls have emerged every day due to many good characteristics of online marketplace, including significantly reduced search costs and menu cost for products or services and easily accessing products or services in the world. However, all the online shopping malls have not continuously flourished. Many of them even vanished because of the lack of customer relationship management (CRM) strategies that fit them. The objective of this paper is to propose CRM strategies for small-sized online shopping mall based on association rules and sequential patterns obtained by analyzing the transaction data of the shop. We first defined the VIP customers in terms of recency, frequency and monetary (RFM) value. Then, we developed a model which classifies customers into VIP or non-VIP, using various data mining techniques such as decision tree, artificial neural network, logistic regression and bagging with each of these as a base classifier. Last, we identified association rules and sequential patterns from the transactions of VIPs, and then these rules and patterns were utilized to propose CRM strategies for the online shopping mall.
Year
DOI
Venue
2012
10.1016/j.eswa.2012.01.080
Expert Syst. Appl.
Keywords
Field
DocType
sequential pattern,online marketplace,accessing product,various data mining technique,association rule,crm strategy,transaction data,small-sized online shopping mall,online shopping mall,vip customer,data mining
Customer relationship management,Data mining,Decision tree,Computer science,Association rule learning,Search cost,Artificial intelligence,Classifier (linguistics),Transaction data,Machine learning,Shopping mall,Menu cost
Journal
Volume
Issue
ISSN
39
9
0957-4174
Citations 
PageRank 
References 
18
0.74
39
Authors
3
Name
Order
Citations
PageRank
Beomsoo Shim1263.40
Keunho Choi215310.18
Yongmoo Suh317013.50