customer satisfaction/loyalty turna koksal. goal characterize the customer of a bank customer...
Post on 21-Dec-2015
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Customer Satisfaction/Loyalty
Turna Koksal
Goal
• Characterize the customer of a bank • Customer satisfaction• Customer loyalty• Relationship between satisfaction and
loyalty
Domain
• Collection of answers given to survey questions by customers
• 6500 customer records • 174 attributes
Method
• Association rules– Relationships among items in dataset
• WEKA– Apriori algorithm
Implementation
• Data cleaning– MS Excel– Clean data (Derived attributes)
• Attribute selection– WEKA– Information gain algorithm
• Top 15 attributes (>0.15)
Implementation (cont.)
• Data transformation– Transform attributes into nominal values– Attribute values 1 to 7 and 99– Group into 4:
• {1,2,3} 1• {4,5} 2• {6,7} 3• {99} 4
– Divide into 6 groups • Attribute QTA : A,B,C,D,E,F
Implementation (cont.)
• Data transformation– Divide data into training (70%) & testing
(30%)– Transform training file into .arff format
• Rule properties– Generate 20 rules for each group– Minimum confidence: 0.8– Minimum support: 0.45
Dataset Rule
• Q2_01=3 ==> Q2_03=3 • Information on site arranged logically = {strongly agree, agree}
• Trust bank to protect privacy & confidential info = {strongly agree, agree}
Accuracy: 60.86%
Group A Rule
• Q20=3 ==> Q2_03=3 • How satisfied with online services {extremely satisfied, very
satisfied}
• Trust bank to protect privacy & confidential info {strongly agree, agree}
Accuracy: 53.83%
Group B Rule
• Q2_01=3 ==> Q2_03=3 • Information on site arranged logically {strongly agree, agree}
• Trust bank to protect privacy & confidential info {strongly agree, agree}
Accuracy:62.98 %
Group C Rule
• Q48=3 ==> Q49_02=3• Overall satisfaction with bank {extremely satisfied, very
satisfied}
• Remain customer {extremely likely, very likely}
Accuracy: 49.23%
Group D Rule
• Q2_01=3 ==> Q2_03=3• Information on site arranged logically {strongly agree, agree}
• Trust bank to protect privacy & confidential info {strongly agree, agree}
Accuracy: 58.12%
Group E Rule
• Q2_01=3 Q2_06=3 ==> Q2_03=3• Information on site arranged logically {strongly agree, agree}
• bank.com helps me take charge of my finances {strongly agree, agree}
• Trust bank to protect privacy & confidential info {strongly agree, agree}
Accuracy: 54.29%
&
Group F Rule
• Q1_01=3 ==> Q49_02=3• Web site overall {extremely satisfied, very satisfied}
• Remain customer {extremely likely, very likely}
Accuracy: 51.22%
Next-Steps
• Try different methods and compare the results
• Spend more time on data cleaning, preparation and transformation