The School of Business’ last Faculty Research Seminar this semester will be held on April 2. Our own faculty, Dr. Jin Fang, will present her work titled, “Sequential Purchasing Behavior Analysis and Brand Prioritization in Loyalty Programs.”
Please find more information below. Students are also welcome to attend and engage in the presentation.
Please email Professor Fei Fang for the Zoom link.
“Sequential Purchasing Behavior Analysis and Brand Prioritization in Loyalty Programs”
This study develops a novel model to quantify the strength of customer loyalty based on sequential purchasing behaviors within loyalty programs. It also ranks brands to generate a comprehensive ranking list for each customer segment. Loyalty program managers can design marketing strategies based on representative transaction sequence networks from customer segments. They can also identify popular or influential brands. Cross-selling strategies can be developed using information about the brands most likely to be purchased subsequently.