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    National Tsing Hua University Institutional Repository > 工學院  > 工業工程與工程管理學系 > 期刊論文 >  The analysis of customer service choices and promotion preferences using hierarchical clustering

    Please use this identifier to cite or link to this item: http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/42898

    Title: The analysis of customer service choices and promotion preferences using hierarchical clustering
    Authors: Charles V. Trappey;Amy J.C. Trappey;Ai-Che Chang;Ashley Y.L. Huang
    教師: 張瑞芬
    Date: 2009
    Publisher: 中國工業工程學會
    Relation: Journal of the Chinese Institute of Industrial Engineers, Vol. 26, No. 5, 2009, pp. 367-376
    Keywords: customer relationship management
    market segmentation
    customer clustering
    data mining
    consumer preferences
    Abstract: © 2009 中國工業工程學會 - Many factors influence customers’ menu preferences and influence the promotional strategies used to improve a restaurant competitiveness and long term sustainability. This research uses preference variables to form distinctive clusters of consumers that are loyal to a gourmet Japanese style chain restaurant. Using customers’ menu selections over time, demographic attributes, and historical sales data, the store manager hierarchically groups customers. For the first level of segmentation, customers are clustered based on frequency of visits and dining expenditures. Secondly, K-means clustering is used to analyze each sub-segment based on menu choice preferences. Given these results, the restaurant provides customized coupons and price discounts for each customer based on their previous preferences and behaviors. The study demonstrates an effective means to better manage and promote complex menu selections in a chain store or franchise restaurant environment.
    URI: http://eb.ie.nthu.edu.tw/File/Faculty/Journal/J-b00-The%20analysis%20of%20customer%20service%20choices%20and%20promotion%20preferences%20using%20hierarchical%20clustering.pdf
    Appears in Collections:[工業工程與工程管理學系] 期刊論文

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