AN E-COMMERCE DECISION SUPPORT SYSTEM DESIGNFOR WEB CUSTOMER RETENTION

摘要

An advantage of E-commerce is the reduced cost in conducting transactions. However, a significantrndisadvantage is that many sales are lost that would not have been had the transaction been conducted person-rnto-person. The reasons for their early departure vary from poor quality of service, inability to find the desiredrnproduct, to non-competitive prices. In the proposed system, the broker detects customer behavior indicatingrnimminent departure, which triggers an update of the client's web page being displayed by the browser tornmaximize the likelihood of retaining the customer.rnThe proposed system includes the idea of an E-commerce broker to improve customer retention and to increase thernprofitability of sales. The broker sits between the client and the web server, acting as an intermediate agent that monitorsrnthe customer's behavior on the client side and notifies the server when the customer takes some action that may precedernearly departure form the site. In conjunction with on-line customer activity monitoring, a customer value model will bernbuilt for each customer with the intent of identifying site products most likely to be wanted by that customer.