초록

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Abstract ▼ AI-Helper

The purpose of this study is to understand customers defection using a data-mining method on professional baseball audiences to establish and effective professional baseball team CRM strategy and make effective decisions on team operation, and to introduce variables such as switching intention suppo...

The purpose of this study is to understand customers defection using a data-mining method on professional baseball audiences to establish and effective professional baseball team CRM strategy and make effective decisions on team operation, and to introduce variables such as switching intention supporting team and target team of switch, reaction of direct audiences to raise in ticket prices and demographical variables, and set a goal variable and prediction variable on whether people will change their team with no relation to victory or loss, and on whether they will personally go to see a game even if a team continues to lose, and use this as basic material to adopt to efficient professional baseball team CRM, and the SPSS Answer Tree software program was used to carry out Decision Tree analysis to provide a rational background for CRM method introduction. Results of the Decision Tree analysis show that supporting fans have a high support rate for their team and a low defection rate. They show a negative reaction to raise in ticket prices, have high support rates for their team of choice regardless of whether they win or lose, do not have an intention of switching teams but do not go to personally see games if their team of choice continues to lose, and have an switching intention to another team regardless of love for their hometown.

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