| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 95 === In the past few years, the credit card market is getting saturated and the credit crisis took place in the fourth quarter of year 2005 only slammed the credit card industry further. Under such fierce competition, the key to success is to utilize database mining skill to understand consumer behavior to target profitable customers.
To identify customers for segmenting purpose, most enterprises apply customers’ demographic attributes as clustering variables. However, this approach cannot effectively segment customers by their behaviors to identify profitable customers.
To effectively segment customers, this thesis proposes ways to classify customers based on the consumption behaviors of consumers. The research focuses on analyzing existing customers who are willing to pay annual fees to examine their contribution to banks and the attrition rate. In addition, this thesis also takes related academic research papers into consideration to apply the association rules. All data used in this researches is from a well-built database in a bank. The objective is to segment customers based on their consumption behaviors to find out the association rules of the consumer behavior. Based on the results, the bank can tailor its products and services to pursue profitable customers.
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