A deep hybrid learning model for customer repurchase behavior

TitleA deep hybrid learning model for customer repurchase behavior
Publication TypeJournal Article
Year of Publication2020
AuthorsKim, J, Ji, HG, Oh, S, Hwang, S, Park, E, del Pobil, AP
Date Published2020/11/28/
ISBN Number0969-6989
KeywordsCustomer repurchase, Deep learning, Online review, Smartphone

Smartphones have become an integral part of our daily lives, which has led to the rapid growth of the smartphone market. As the global smartphone market tends to remain stable, retaining existing customers has become a challenge for smartphone manufacturers. This study investigates whether a deep hybrid learning approach with various customer-oriented types of data can be useful in exploring customer repurchase behavior of same-brand smartphones. Considering data from more than 74,000 customers, the proposed deep learning approach showed a prediction accuracy higher than 90%. Based on the results of deep hybrid learning models, we aim to provide better understanding on customer behavior, such that it could be used as valuable assets for innovating future marketing strategies.

Short TitleJournal of Retailing and Consumer Services