UNDERSTANDING CONSUMER LOYALTY USING NEURAL NETWORK
Journal Title: Polish Journal of Management Studies - Year 2017, Vol 16, Issue 2
Abstract
Instant coffee products are very popular for consumers, at both urban and rural levels. Consumer loyalties respond to various attributes of instant coffee products, grouped by internal and external factors. The study using Artificial Neural Network (ANN) model. The proposed method provides a direct mapping from configuration loyalty attributes to consumer behavior. The algorithm used in training set is Scaled Conjugate Gradient (SCG) with random data division and the performance is calculated using MSE. The result revealed that internal factors were effective predictors of a lower preference in consumer loyalties whereas external factors were more effective in predicting a higher preference in consumer loyalties. This research represents a first attempt to use neural networking to model the relationship between consumer-producer attributes and consumer loyalties.<br/><br/>
Authors and Affiliations
Yosini Deliana, Irlan Adiyatma Rum
Keywords
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- EP ID EP248529
- DOI 10.17512/pjms.2017.16.2.05
- Views 130
- Downloads 0
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