KYBERNETES, vol.46, no.10, pp.1614-1631, 2017 (SCI-Expanded)
Article / Article
Science Citation Index Expanded (SCI-EXPANDED), Scopus
Customer behavior models, Personalization, Machine learning, Customer segmentation, Hybrid approach, Predictive modeling, RECOMMENDER SYSTEMS, CONTEXT
Middle East Technical University Affiliated:
Purpose - Predicting customers' purchase behaviors is a challenging task. The literature has introduced the individual-level and the segment-based predictive modeling approaches for this purpose. Each method has its own advantages and drawbacks, and performs in certain cases. The purpose of this paper is to propose a hybrid approach which predicts customers' individual purchase behaviors and reduces the limitations of these two methods by combining the advantages of them.