{"@context":{"@vocab":"https://cir.nii.ac.jp/schema/1.0/","rdfs":"http://www.w3.org/2000/01/rdf-schema#","dc":"http://purl.org/dc/elements/1.1/","dcterms":"http://purl.org/dc/terms/","foaf":"http://xmlns.com/foaf/0.1/","prism":"http://prismstandard.org/namespaces/basic/2.0/","cinii":"http://ci.nii.ac.jp/ns/1.0/","datacite":"https://schema.datacite.org/meta/kernel-4/","ndl":"http://ndl.go.jp/dcndl/terms/","jpcoar":"https://github.com/JPCOAR/schema/blob/master/2.0/"},"@id":"https://cir.nii.ac.jp/crid/1390569457941822464.json","@type":"Article","productIdentifier":[{"identifier":{"@type":"DOI","@value":"10.11295/marketingscience.202005"}},{"identifier":{"@type":"NDL_BIB_ID","@value":"031340564"}},{"identifier":{"@type":"URI","@value":"http://id.ndl.go.jp/bib/031340564"}},{"identifier":{"@type":"URI","@value":"https://ndlsearch.ndl.go.jp/books/R000000004-I031340564"}},{"identifier":{"@type":"NAID","@value":"130008036787"}}],"resourceType":"学術雑誌論文(journal article)","dc:title":[{"@language":"ja","@value":"周期的な購買行動に対応した顧客の 生涯価値の導出と顧客維持介入戦略への応用"},{"@language":"ja-Kana","@value":"シュウキテキ ナ コウバイ コウドウ ニ タイオウ シタ コキャク ノ ショウガイ カチ ノ ドウシュツ ト コキャク イジ カイニュウ センリャク エ ノ オウヨウ"}],"dc:language":"ja","description":[{"type":"abstract","notation":[{"@language":"ja","@value":"顧客の離脱を観測できない非契約型CRMでは，BTYD（Buy Till You Die）モデルを使うこ\nとによって離脱を推測できる。その代表的なモデルであるPareto/NBD では，リセンシーと\nフリクエンシーという最小限の購買データから推測を可能にするために，購買行動に強い仮\n定を置いている。しかし，購買がランダムに発生するという仮定は，周期性のある店舗，カ\nテゴリー，商品の購買には相応しくない。また，購買率と離脱率に関する 2 つのガンマ分布\nが独立という仮定では，購買行動と離脱行動の関係が無視されている。\n本研究では，個々の購買の時点と金額を含んだ顧客購買履歴データを用いて，周期性の有\nり無しいずれの購買行動にも対応する柔軟な顧客生涯価値モデルを構築する。先行研究が豊\n富なPareto/NBD 系モデル同様，離脱はランダム， 1 回当たりの購買金額は顧客内で対数正規\n分布にしたがうと仮定する一方，購買には周期性に対応するロジスティック閾値モデルを採\n用する。提案モデルからは，生涯価値や購買の規則性など，CRMに有用な様々な顧客別のマー\nケティング指標が得られる。\n実証分析では，ヘアサロンの購買（訪問）履歴データを用いて，ランダム購買を仮定した個\n人モデル（PE）と混合分布による集計モデル（Pareto/NBD）とで比較した。その結果，検証デー\nタでの予測精度に関しても，パラメータの安定性に関しても，提案モデルがPE やPareto/\nNBDより優れていた。さらに顧客維持戦略への応用として，生涯価値の増加を最大にする\n最適介入レベルを顧客別に算出した。"}],"abstractLicenseFlag":"disallow"}],"creator":[{"@id":"https://cir.nii.ac.jp/crid/1420001326223682816","@type":"Researcher","personIdentifier":[{"@type":"KAKEN_RESEARCHERS","@value":"70302677"},{"@type":"NRID","@value":"1000070302677"},{"@type":"CINII_AUTHOR_ID","@value":"DA14214545"},{"@type":"URI","@value":"https://ci.nii.ac.jp/author/DA14214545#entity"},{"@type":"URI","@value":"https://viaf.org/viaf/NII%7CDA14214545"},{"@type":"NRID","@value":"9000346930960"},{"@type":"NRID","@value":"9000301718740"},{"@type":"NRID","@value":"9000283709561"},{"@type":"NRID","@value":"9000388535138"},{"@type":"NRID","@value":"9000298899124"},{"@type":"NRID","@value":"9000409327019"},{"@type":"NRID","@value":"9000412226791"},{"@type":"NRID","@value":"9000412320072"}],"foaf:name":[{"@language":"ja","@value":"阿部 誠"}]}],"publication":{"publicationIdentifier":[{"@type":"PISSN","@value":"21874220"},{"@type":"EISSN","@value":"21878315"},{"@type":"NDL_BIB_ID","@value":"000000416223"},{"@type":"ISSN","@value":"21874220"},{"@type":"LISSN","@value":"21874220"},{"@type":"NCID","@value":"AN00390434"}],"prism:publicationName":[{"@language":"en","@value":"Journal of Marketing Science"},{"@language":"ja","@value":"マーケティング・サイエンス"}],"dc:publisher":[{"@language":"en","@value":"Japan Institute of Marketing Science"},{"@language":"ja","@value":"日本マーケティング・サイエンス学会"}],"prism:publicationDate":"2020","prism:volume":"28","prism:number":"1","prism:startingPage":"29"},"reviewed":"true","dcterms:accessRights":"http://purl.org/coar/access_right/c_abf2","url":[{"@id":"http://id.ndl.go.jp/bib/031340564"},{"@id":"https://ndlsearch.ndl.go.jp/books/R000000004-I031340564"}],"availableAt":"2020","foaf:topic":[{"@id":"https://cir.nii.ac.jp/all?q=%E9%A1%A7%E5%AE%A2%E7%94%9F%E6%B6%AF%E4%BE%A1%E5%80%A4%20(CLV)","dc:title":"顧客生涯価値 (CLV)"},{"@id":"https://cir.nii.ac.jp/all?q=BTYD%E3%83%A2%E3%83%87%E3%83%AB","dc:title":"BTYDモデル"},{"@id":"https://cir.nii.ac.jp/all?q=%E3%83%9D%E3%82%A2%E3%82%BD%E3%83%B3","dc:title":"ポアソン"},{"@id":"https://cir.nii.ac.jp/all?q=%E5%91%A8%E6%9C%9F%E6%80%A7","dc:title":"周期性"},{"@id":"https://cir.nii.ac.jp/all?q=Pareto/NBD","dc:title":"Pareto/NBD"}],"project":[{"@id":"https://cir.nii.ac.jp/crid/1040000782013450112","@type":"Project","projectIdentifier":[{"@type":"KAKEN","@value":"19H00601"},{"@type":"JGN","@value":"JP19H00601"},{"@type":"URI","@value":"https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-19H00601/"}],"notation":[{"@language":"ja","@value":"消費者行動における知覚バイアスの発生とその影響に関する体系的研究"},{"@language":"en","@value":"Systematic study of the effects of multisensory interaction on consumer behavior"}]},{"@id":"https://cir.nii.ac.jp/crid/1040282256932473600","@type":"Project","projectIdentifier":[{"@type":"KAKEN","@value":"17H02573"},{"@type":"JGN","@value":"JP17H02573"},{"@type":"URI","@value":"https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-17H02573/"}],"notation":[{"@language":"ja","@value":"市場創造と成熟過程の複眼的実証研究"},{"@language":"en","@value":"Multifaceted empirical study of market emergence and maturation processes"}]},{"@id":"https://cir.nii.ac.jp/crid/1040848250652015360","@type":"Project","projectIdentifier":[{"@type":"KAKEN","@value":"20K01961"},{"@type":"JGN","@value":"JP20K01961"},{"@type":"URI","@value":"https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-20K01961/"}],"notation":[{"@language":"ja","@value":"顧客生涯価値の算出と企業の意思決定支援モデルの構築"}]}],"dataSourceIdentifier":[{"@type":"JALC","@value":"oai:japanlinkcenter.org:2008429135"},{"@type":"NDL_SEARCH","@value":"oai:ndlsearch.ndl.go.jp:R000000004-I031340564"},{"@type":"CIA","@value":"130008036787"},{"@type":"KAKEN","@value":"PRODUCT-23310716"},{"@type":"KAKEN","@value":"PRODUCT-23752844"},{"@type":"KAKEN","@value":"PRODUCT-23761405"}]}