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Title:
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EXTENDING A WEBSHOP WITH A FUZZY CLASSIFICATION MODEL FOR ONLINE CUSTOMERS |
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Author(s):
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Andreas Meier , Nicolas Werro |
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ISBN:
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972-8924-16-X |
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Editors:
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Pedro Isaías, Maggie McPherson and Frank Bannister |
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Year:
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2006 |
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Edition:
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1 |
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Keywords:
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Electronic Business, Webshop, Fuzzy Classification, Online Customer, Customer Relationship Management. |
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Type:
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Full Paper |
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First Page:
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305 |
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Last Page:
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312 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Building and maintaining customer loyalty are important issues in electronic business. By providing customer services,
sharing cost benefits with online customers, and rewarding the most valued customers, customer loyalty and customer
equity can be improved. With conventional marketing programs, groups or segments of customers are typically
constituted according to a small number of attributes. Although corresponding data values may be similar for two
customers, they may fall into different classes and be treated differently. With the proposed fuzzy classification model,
however, customers with similar behavior and qualifying attributes have similar membership functions and therefore
similar customer values. The paper illustrates how webshops can be extended by a fuzzy classification model. This
allows webshop administrators to improve customer equity, launch loyalty programs, automate mass customization and
personalisation issues, and refine marketing campaigns to maximize the real value of the customers. |
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