Customer defections analysis: an examination of online bookstores

Ya‐Yueh Shih · Kwoting Fang

20 citations0/0 files storedThe TQM Journal

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Customer churn and segmentation Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

Purpose The cost of retaining a customer is lower than that of obtaining a new one, so potential customer defection is an important issue in the fiercely competitive environment of electronic commerce. Accordingly, this paper aims to present a new way for gauging customer loyalty and predicting their possibility of defection reference to a set of quality attributes satisfaction and three types of belief in the theory of planned behavior (TPB). Design/methodology/approach The performance of the classification utilization artificial neural networks (ANNs) was compared to that of traditional analytic tools, such as multiple discriminant analysis (MDA) and classificatory data mining technique – decision tree. Findings The analytical result represented that the predicted accuracy of ANNs is better then MDA and decision tree in both training and testing phases. Degree of repurchase intention has been classified correctly with a success rate of 83 percent using neural networks. Research limitations/implications Like all research, this study has its limitations. One such limitation is that the predictive model was designed for application to online bookstores. A further limitation of this survey is that it reflects intentions instead of actual behavior. Finally, despite of ANNs has been applied to numerous areas and have demonstrated a degree of classification success, it is difficult to extract rules for explanation. Therefore, enhancing ability of model explanation would be a valuable work in the future. Originality/value The contribution of this paper is to predict how marketing practitioners can tactically market to customers with weak repurchase intentions to prevent defections.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 20 citations exist upstream.

References

1991The theory of planned behavior 1977Self-efficacy: Toward a unifying theory of behavioral change.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1977Self-efficacy: Toward a unifying theory of behavioral change.1985From Intentions to Actions: A Theory of Planned Behavior 1982Self-efficacy mechanism in human agency.1986Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control 1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden

Cited by

2011Customer satisfaction, loyalty, and repurchase: Meta-analytical review, and theoretical and empirical evidence of loyalty and repurchase differences.

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.