Modeling customer potential value in China’s commercial banking industry

• 영문명: Modeling customer potential value in China’s commercial banking industry
• 발행기관: 한국마케팅과학회
• 저자명: Wei Lu En Li Ying Zhou
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 65~72쪽, 전체 8쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  This paper studies customer potential value in the context of China’s commercial banking industry. More specifically, we model customer transaction data to find customers with high potential value. We contribute to the existing literature: (1) by placing our research emphasis on customer potential value, a topic that scholars who study CLV tended to ignore; (2) by modeling customer potential value in the background of China’s commercial banking industry, which is a beneficial attempt in bank marketing research. Our findings suggest that commercial banks can estimate whether a customer has high potential value through applying constructed models, thereby delivering corresponding services to stimulate more customer value.

목차

〈Abstract〉
1. Introduction
2. Modeling Framework
3. Empirical Study
4. Conclusions and directions for future research
Acknowledgements
References

키워드

Customer lifetime value Customer potential value Decision tree Gini index