초록

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Abstract ▼ AI-Helper

Due to the development of internet technology and the steady increase of turnover at B2C market many companies put a lot of work into maintaining a good relationship with internet customers. Particularly, analyzing and understanding specific customer groups are essential for effective CRM and market...

Due to the development of internet technology and the steady increase of turnover at B2C market many companies put a lot of work into maintaining a good relationship with internet customers. Particularly, analyzing and understanding specific customer groups are essential for effective CRM and marketing strategy Thus, this paper proposes the method to define the customers of online bookstore into several meaningful groups. Five important factors and factor scores for each respondent are obtained by Factor Analysis. Six groups are classified by Cluster Analysis and Analysis of Variance(ANOVA) is used to verify the difference between each group.

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