A hybrid approach for predicting customers' individual purchase behavior


Peker S., KOÇYİĞİT A. , EREN P. E.

KYBERNETES, cilt.46, ss.1614-1631, 2017 (SCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 46 Konu: 10
  • Basım Tarihi: 2017
  • Doi Numarası: 10.1108/k-05-2017-0164
  • Dergi Adı: KYBERNETES
  • Sayfa Sayıları: ss.1614-1631

Özet

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.