Title:

Incorporating CustomerPreference Informationinto the Forecasting of Service Sales, Journal of Telecommunications and Information Technology, 2009, nr 3

Creator:

Rzepakowski, Piotr

Subject and Keywords:

consumer behavior ; forecasting ; multiple criteria analysis ; decision analysis ; marketing tools ; conjoint analysis ; preference measurement

Description:

Customers change their preferences while getting more familiar with services or being motivated to change their buying habits. Different sources of motivation induce customers to change their behavior: an advertisement, a leader in a reference group, satisfaction from services usage and other experiences, but usually those reasons are unknown. Nevertheless, people vary in susceptibility to suggestions and innovations, and also in preference structure change dynamics. Historical information about the preference structure gives additional information about uncertainty in forecasting activity. In this work the conjoint analysis method was used to find customer preference structure and to improve a prediction accuracy of telecommunication services usage. The results have shown that prediction accuracy increases about by one percent point, what results in a 20 percent increase after using proposed algorithm modification.

Publisher:

Instytut Łączności - Państwowy Instytut Badawczy, Warszawa

Date:

2009, nr 3

Resource Type:

artykuł

Format:

application/pdf

Resource Identifier:

ISSN 1509-4553, on-line: ISSN 1899-8852

Source:

Journal of Telecommunications and Information Technology

Language:

ang

Rights Management:

Biblioteka Naukowa Instytutu Łączności