Analysis of the Characteristics of Customer Defection on a Hair Salon Considering Individual Differences

摘要

In recent years, as the number of hair salons increases, and the scale of the hair salon market has declined. Hence, competition for hair salon acquisition will be intensified. It is important for a hair salon to specify the cause of customer defection and plan to settle that. In this study, we analyzed the POS data with customer distinguishing information of a hair salon chain. Concretely, we performed logistic regression and hierarchical Bayes logit model to identify the cause of customer defection on the hair salon. After that, we categorized and considered the customers using hierarchical cluster analysis. Using these models, we extract the characteristics of customer defection on a hair salon and propose marketing measures to prevent defection.