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고객의 이탈 가능성과 LTV를 이용한 고객등급화 모형개발에 관한 연구
이훈영(Lee HoonYoung),양주환(Yang JooHwan),류치훈(Ryu Chi Hun) 한국지능정보시스템학회 2006 지능정보연구 Vol.12 No.4
An effective customer classification has been essential for the successful customer relationship management. The typical customer rating is carried out by the proportionally allocating the customers into classes in terms of their life time values. However, since this method does not accurately reflect the homogeneity within a class along with the heterogeneity between classes, there would be many problems incurred due to the misclassification. This paper suggests a new method of rating customer using Holistic profit technique, and validates the new method using the customer data provided by an insurance company. Holistic profit is one of the methods used for deciding the cutoff score in screening the loan application. By rating customers using the proposed techniques, insurance companies could effectively perform customer relationship management and diverse marketing activities.