| 摘要(英) |
ABSTRACT
Competition is the most common phenomenon in today′s society. In our life, we will all be involved in countless competitions intentionally or unintentionally. And the competition between enterprises is extremely fierce, which occurs in any industry. For each industry, their business is gradually approaching saturation, and how to continuously increase revenue and profitability is an important issue that all companies will face. In many literature studies, it can be found that the cost of attracting new customers is much higher than the cost of retaining existing customers. Therefore, how to retain existing customers is a more concerned issue today. Because the successful retention of existing customers has a substantial opportunity for the company to gain an advantage in many competitions. But since churn is an unavoidable situation, then the question turns into finding the customer′s buying patterns, content, and how that affects churn. The content of purchase and the pattern of purchase represent the relationship between consumers and supermarkets. What is the positioning of supermarkets in consumers′ minds? How long will the type of relationship survive? Everyone in the retail industry will face a difficult situation. If this customer does not come, will he still survive? Or has it been lost? Because churn is not easy to define, this paper uses the context of analysis to define churn, and puts these survival data into a survival analysis model to estimate the purchase pattern and the relationship between content and survival time. In this paper, a supermarket with a Japanese chain brand is used as the research object. |
| 參考文獻 |
六. 參考文獻
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