Customer Value Evaluation-Using Quantile Regressions:Case Study of Taiwan 3C Retailer
Date Issued
2009
Date
2009
Author(s)
Chiang, Po Jui
Abstract
“Customer Relationship Management” now is a common concept for retail business. It has become much easier for enterprise to collect customer information and observe their behavior with the development of database technology. However, choosing the correct statistics tool to analyze information, to allocate resource and attract target customer is always a big issue for the marketers.ecause of the limited resource and different core competence, “customer value” has become an essential part in marketing research. By analyzing the correlation of RFM indicator and information collected by customer database, the marketers can get scientific cues for marketing strategy decision. owever, Ordinary Least Squares (OLS) regression model, which is commonly adopted in recent marketing research, describes sample as a normal distribution. Therefore, OLS method analyzes the correlation within factors by their average. To reflect the real distribution of the sample and get more precise result, this research adopt Quantile Regression(QR) model, which was brought up by Koenker & Bassett(1978), to analyze customer value of 3C retail chain store in Taiwan. Hoping to discover different result leads to different statistics tool and verify QR`s application in marketing.
Subjects
Databse Marketing
Customer Value
Quantile Regression
Type
thesis
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