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1、ExpertSystemswithApplications38(2011)11693–11700ContentslistsavailableatScienceDirectExpertSystemswithApplicationsjournalhomepage:www.elsevier.com/locate/eswaAnovelcustomerscoringmodeltoencouragetheuseofmobilevalueaddedservicesa,1b,2b,2b,⇑HyunchulAhn,JaeJooAhn,H
2、yunWooByun,KyongJooOhaSchoolofManagementInformationSystems,KookminUniversity,861-1Jeongneung-dong,Seongbuk-gu,Seoul136-702,SouthKoreabDepartmentofInformationandIndustrialEngineering,YonseiUniversity,262Seongsanno,Seodaemun-ku,Seoul120-749,SouthKoreaarticleinfoab
3、stractKeywords:Followingderegulationandliberalizationofthemobiletelecommunicationssector,themobiletelecom-Customerscoringmodelmunicationmarketisbecomingincreasinglysaturated.MobileoperatorsareconfrontedwithasluggishValue-addedservicesusergrowthrateandafallinthea
4、veragerevenueperuser(ARPU).Mobilevalue-addedservices(VAS)areClassificationexpectedtoformmobileoperators’strategytocompensatedwindlingrevenues.However,notonlyisitDataminingdifficulttoanalyzewhichtypesofcustomersarewillingtouseVAS,butitisequallydifficulttounder-stand
5、thediversifiedcustomerpreferencesonVAS.Thisstudyproposesanintegratedscoringmodelthatincludesmultipleclassificationmodels.ItanalyzesanddistinguishesthepotentialprospectsofVAS.WeappliedourmodeltothecaseofamobileoperatorinKoreatovalidateitsusefulness.Weexploredthepro
6、spectsformelodybellsforthatcompany.Wefoundthatourproposedscoringmodelproducesbetterresultsthanothercomparativemodels.Ó2011ElsevierLtd.Allrightsreserved.1.IntroductionUndersuchcircumstances,mobilevalue-addedservices(VAS),suchascommunication,entertainment,transact
7、ion,andinforma-Themobiletelecommunicationmarkethaswitnessedtremen-tionservices,haveattractedmuchattentionasacomplementarydoussubscribergrowthintheyearsthatfollowedtheinitiationsourceofrevenueandasameanstopreventchurn(Kuo&Yen,ofthePersonalCommunicationsService(PC
8、S).However,thetele-2009).However,thedifficultyinpromotingmobileVASsalesiscommunicationmarket,whichwasonceregardedasthegoldenthatindividualcustomer’spreferencestocertai
