Predicting Credit Card Customer Loyalty Using Artificial Neural Networks
- 10.2991/jcis.2008.80How to use a DOI?
- credit card, customer loyalty, neural networks, rule extraction
Customer loyalty is one of the key factors in customer retention and segmentation. However, quantitative research in this area based on non-subjective data has been rare in the literature. This paper shows how back propagation neural networks can be used to predict the loyalty level of credit card customers based on transaction records. In the meantime, a set of decision rules are also extracted from the trained neural networks in order to improve the clarity and explicability of the loyalty model.
- © 2008, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Tao Zhang AU - Bo Yuan AU - Wenhuang Liu PY - 2008/12 DA - 2008/12 TI - Predicting Credit Card Customer Loyalty Using Artificial Neural Networks BT - Proceedings of the 11th Joint Conference on Information Sciences (JCIS 2008) PB - Atlantis Press SP - 469 EP - 474 SN - 1951-6851 UR - https://doi.org/10.2991/jcis.2008.80 DO - 10.2991/jcis.2008.80 ID - Zhang2008/12 ER -