Chapter 5

Mining Services in Customer Relationship Management

This chapter proposes how to use modeling behavior to predict services based on customer demands. The methods that are employed to forecast potential services are Bayesian theorem and Markov chain. This chapter covers the method (modeling), scope (customer service usage), and domain (electronic services) as given in Figure 1.3. In this chapter, service mining is used to assist enterprises better understand what the customer demands and what the appropriate services are.

Due to recent developments in the increasing use of Internet, consumer behavior has changed and new needs have emerged. Enterprises devoted to combining new technologies with traditional service concepts have created ...

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