1. Customer Satisfaction/Loyalty Turna Koksal

2. Goal Characterize the customer of a bank Customer satisfaction Customer loyalty Relationship between satisfaction and loyalty

3. Domain Collection of answers given to survey questions by customers 6500 customer records 174 attributes

4. Method Association rules –Relationships among items in dataset WEKA –Apriori algorithm

5. Implementation Data cleaning –MS Excel –Clean data (Derived attributes) Attribute selection –WEKA –Information gain algorithm Top 15 attributes (>0.15)

6. Implementation (cont.) Data transformation –Transform attributes into nominal values –Attribute values 1 to 7 and 99 –Group into 4: {1,2,3}  1 {4,5}  2 {6,7}  3 {99}  4 –Divide into 6 groups Attribute QTA : A,B,C,D,E,F

7. Implementation (cont.) Data transformation –Divide data into training (70%) & testing (30%) –Transform training file into.arff format Rule properties –Generate 20 rules for each group –Minimum confidence: 0.8 –Minimum support: 0.45

8. Dataset Rule Q2_01=3 ==> Q2_03=3 Information on site arranged logically = {strongly agree, agree} Trust bank to protect privacy & confidential info = {strongly agree, agree} Accuracy: 60.86%  

9. Group A Rule Q20=3 ==> Q2_03=3 How satisfied with online services {extremely satisfied, very satisfied} Trust bank to protect privacy & confidential info {strongly agree, agree} Accuracy: 53.83%  

10. Group B Rule Q2_01=3 ==> Q2_03=3 Information on site arranged logically {strongly agree, agree} Trust bank to protect privacy & confidential info {strongly agree, agree} Accuracy:62.98 %  

11. Group C Rule Q48=3 ==> Q49_02=3 Overall satisfaction with bank {extremely satisfied, very satisfied} Remain customer {extremely likely, very likely} Accuracy: 49.23%  

12. Group D Rule Q2_01=3 ==> Q2_03=3 Information on site arranged logically {strongly agree, agree} Trust bank to protect privacy & confidential info {strongly agree, agree} Accuracy: 58.12%  

13. Group E Rule Q2_01=3 Q2_06=3 ==> Q2_03=3 Information on site arranged logically {strongly agree, agree} bank.com helps me take charge of my finances {strongly agree, agree} Trust bank to protect privacy & confidential info {strongly agree, agree} Accuracy: 54.29% &  

14. Group F Rule Q1_01=3 ==> Q49_02=3 Web site overall {extremely satisfied, very satisfied} Remain customer {extremely likely, very likely} Accuracy: 51.22%  

15. Next-Steps Try different methods and compare the results Spend more time on data cleaning, preparation and transformation