Research on forecast model and application of customer loyalty under the background of big data

Abstract

As competition of Chinese securities industry becomes increasingly fierce, customer loyalty management has become the core elements of enterprise competition. Combining cross industry standard process for data mining (CRISP-DM) process model, flow visualization, this article adopts the mining method of large data to find the key factors to describe customer loyalty, and establishes customer loyalty prediction model of two dimensions, according to the model can effectively predict customer loyalty degree, support enterprise decision makers develop corresponding retention strategies.