Article
Consumer Behavior and Image Analysis: A Student Customer Retention Model
Journal of Marketing Development and Competitiveness
(2020)
Abstract
Customer retention is a critical strategic marketing concept, regardless of industry. This study examined customer defection within a post-secondary educational system, operationally defined as student retention-risk. The process involved utilizing image analysis of student ID cards by assessing facial micro-expressions with an artificial intelligence program developed by employing a series of machine learning algorithms. Discriminant findings suggest one sentiment, [Degree of Happiness] as expressed in a student's ID card, will identify students at-risk, potentially enhancing Return on Marketing Investment (ROMI) with strategic intervention. Results highlight an Intervention Table, as well as a Summary Table utilizing the acronym SMILE.
Keywords
- Image Analysis,
- Customer Retention,
- Return on Marketing Investment ROMI,
- Customer Satisfaction,
- Student Retention,
- Artificial Intelligence
Disciplines
Publication Date
Fall September 16, 2020
Citation Information
Oscar T McKnight, Christopher Mahar, Ronald Paugh, Jonathan Meredith, et al.. "Consumer Behavior and Image Analysis: A Student Customer Retention Model" Journal of Marketing Development and Competitiveness Vol. 14 Iss. 3 (2020) p. 59 - 66 ISSN: 2155-2843 Available at: http://works.bepress.com/oscar_mcknight/64/