Liu Chao-Hua
School of Management, Jiangsu University, Zhenjiang, Jiangsu 212013, China
ABSTRACT
With increasing market competition, enterprises have come to realize the importance of achieving profit by cross-selling services to existing customers. In this study, the author investigates customers demographic data, studies how to quantify purchasing behavior and sets up mathematical method to calculate customers cross-selling capability. Then, the model of customer cross-selling capability is set up based on counter propagation network, from which we can predict customers cross-selling capability according to customers demographics data---gender, age, educational level and income. The model will show us which products the customers should purchase. The predicting result from the model provides support for enterprise to evaluate customers value and gives help to draw up the following targeted marketing strategy. At the same time, the author also points out the limitations of the research and lays out some directions for future research.
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How to cite this article
Liu Chao-Hua, 2013. Research of Customer Cross-selling Capability Based on Neural Network. Information Technology Journal, 12: 6412-6415.
DOI: 10.3923/itj.2013.6412.6415
URL: https://scialert.net/abstract/?doi=itj.2013.6412.6415
DOI: 10.3923/itj.2013.6412.6415
URL: https://scialert.net/abstract/?doi=itj.2013.6412.6415
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