Customer Retention using Data Mining Techniques

Abstract

Customer retention represents a modern approach for quality in enterprises and organizations and serves the development of a truly customer-focused management and culture. Customer retention measures offer a meaningful and objective feedback about client's preferences and expectations. This paper presents an original methodological approach of customer satisfaction and retention evaluation, combining multicriteria preference desegregations analysis and rule induction data mining. Furthermore, it is examined whether the implementation of the two methodologies may offer a solution to the problem of missing data, in the initial data set.