Applying data mining technique in customer relationship management: Taking a pediatric dental clinic as an example
| Autor: | Chih-Wei Liu, 劉智偉 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 In recent years, the average national incomes have been increased, and the system of national health insurance (NHI) has been gradually improved to result in the spending increase of medical health. This driving force has made the medical industry to be competitive. With the limited budget of NHI, cost down and increase of profit gap might not be the better strategy for pediatric dental clinics but increasing market shares is the only strategy in order to be in the market. By analyzing customers’ behaviors and customers’ values through data mining and understanding the relationships between customers and companies would be helpful for the pediatric dental clinic to provide customized services and then gain competitive advantages. This study uses LRFM (Length, Recency, Frequency, and Monetary) model to analyze patients’ database of a pediatric dental clinic. The variable F is further decomposed into one-year and two-year periods. A two-stage clustering method, including self-organizing map and K-mean method, is deployed to form twelve clusters of all patients. The descriptive statistics are provided for these twelve clusters for both one-year and two-year periods as well as those high value patients and new patients who might have higher values in the future. In addition, comparisons among different clusters and between two types of periods are made in terms of L, R, and F variables. Finally, Type I and Type II errors are applied to determine the best clustering results such that the pediatric dental clinic can allocate its marketing resources more effectively in better customer relationship management. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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