18 de Noviembre, 2019
Seminario Interno FEN: David Díaz

Fecha de inicio: 22 de Noviembre, 2019, 13:00 hrs.

Fecha de término: 22 de Noviembre, 2019, 14:00 hrs.

Estimados Académicos FEN,

Los invitamos al Seminario Interno FEN que dictará el académico David Díaz.

Título: “I Love You and I Won’t Leave You”: Unpacking Customer Loyalty using Machine Learning Model

Autores: Mohamed Zaki (*), Janet R. McColl-Kennedy (**), David Díaz (+), Dalia Kandil (*), Andy Neely (*)

*: Cambridge Service Alliance, University of Cambridge, UK.
**: Business School, University of Queensland, Australia
+: FEN, Universidad de Chile.

Resumen: Customer loyalty in business-to-business (B2B) is a strategic priority. Accordingly, customer loyalty is considered a critical indicator of a company’s performance. It is surprising then that so many firms rely on simple single-metric to measure customer loyalty and are unaware of what their customers really think of them. While such measures are easy to administer and provide a set of numbers that can be presented to the board, they fail to take into account multi-faceted dimensions to customer loyalty which cannot be measured by a single data point. The authors contribute to customer loyalty management theory and practice in three important ways. First, by conceptualizing customer loyalty as a multi-faceted construct and offer a novel conceptual framework that integrates prior research to unpack loyalty—comprised of attitudinal (superior performance and desirable dimensions), emotional (adoration dimension) and behavioral (purchase and communication dimensions). Second, by employing a machine learning model using multi-data sources (attitudinal and behavioral) to empirically test our conceptual framework that combines quantitative and qualitative measures. Our prediction model (using ensembled C5.0 algorithm) correctly predicts 93% of customers likely to be loyal, based on the results of the testing dataset. Third, by providing a step-by-step guide for implementing the machine learning approach in practice, assisting managers to develop a much richer view of customer loyalty. The authors demonstrate the strengths of this new approach relative to traditional measures and concludes with directions for future research.

El seminario se realizará este viernes 22 de noviembre a las 13:00hrs. en la sala T-1002 de la Facultad.
Se solicita confirmar asistencia con Juanita Castillo (jcastillo@fen.uchile.clhasta el jueves 21 de noviembre a las 13:00hrs. pues el seminario contempla almuerzo.
Saludos cordiales,
Dirección de Investigación