Improving customer retention by enhancing service quality and standards has been a significant topic since the 1990s. In securities corporations, the issues of inactive accounts and customer retention are quite similar. Therefore, the objective of this study is to analyse the patterns of inactive accounts in securities corporations using Online Analytical Processing (OLAP) and data mining. The transaction records of customers in a securities corporation in Taiwan were used as empirical data. The results of OLAP and data mining analysis found seven and four rules of inactive accounts, respectively. Managerial implications and some strategies for customer services were then discussed.
- Customer retention
- Data mining
- Online Analytical Processing
ASJC Scopus subject areas
- Management of Technology and Innovation