| Autor: |
McKnight, Oscar, Mahar, Christopher, Paugh, Ronald, Meredith, Jonathan, Moore, Josiah |
| Předmět: |
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| Zdroj: |
Marketing Management Association Educators' Conference Proceedings; Spring2020, p24-30, 7p |
| Abstrakt: |
Customer retention is a critical strategic marketing concept, regardless of industry. This study examined customer defection within a postsecondary educational system, operationally defined as student retention-risk. The process involved utilizing image analysis of student ID cards by assessing facial micro-expressions with an artificial intelligence program developed by employing a series of machine learning algorithms. Discriminant findings suggest one sentiment, [Degree of Happiness] as expressed in a student's university ID card, will identify students at-risk, potentially enhancing Return on Marketing Investment (ROMI) with strategic intervention. Results highlight an Intervention Table, as well as a Summary Table utilizing the acronym SMILE. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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