零售企业顾客投诉问题研究——基于数据挖掘技术

随着零售业的飞速发展,国外大型零售企业大举进入中国市场.国内零售业竞争日趋激烈,消费者的行为模式和购物心理也随之发生巨大的变化.如何更好地满足顾客的需求,与顾客建立密切的联系,增强顾客满意、顾客忠诚,减少关键客户的流失已经成为零售企业生死存亡的关键.作为现代营销管理理念与信息技术相结合的产物,客户关系管理建设对企业有效了解、满足客户的需求,给客户更多的让渡价值,从而使客户满意、提升忠诚度,增加企业的客户价值有重要的作用.本文应用Clementine作为数据挖掘软件,对零售企业投诉数据进行数据挖掘.通过对各类商品投诉原因、投诉处理方法、投诉处理后再次满意度等的分析,来实现对其投诉数据内在结构特征的理解和预测,同时提高零售业管理人员的工作效率和管理水平.

The Study on Customer Complaints of Retail Enterprise based on the Technology of Data Mining

Along with the rapid development in the retailing sector in Mainland China,retailers from developed countries are coming into the retailing market in China in a greater scale.The competition is becoming more and more drastic.Consumer behavior and shopping psychological situation are also changing greatly.How to meet customer needs,how to build good relationship with them,how to satisfy them,how to increase their loyalty to a specific retailer,how to increase retention ratio,all of these questions are becoming the main concerns to a retailers existence and development.As a combination by modern marketing concept and the latest information technology,customer relationship management(CRM)plays an important role in finding,meeting costumer needs and delivering more value to them,so that retailing company can satisfy costumer easily and get more costumer value in return.Using Clementine as data mining software,this paper mined data of retail enterprise and analyzed complaint reasons,complaint handling,the second satisfaction after complaints est.,to achieve its understanding and forecasting of the internal structure,and improving the retail enterprise’s management efficiency and management level.