Mkhitaryan S.V., Tultaev T. A., Tultaeva I.V., Andreev S.N.Published in:
Creative Economy
– Volume 12, Number 10 (October 2018)

JEL classification: M31, M39

Keywords: consumer behavior, customer leaving, customer loyalty, discriminant analysis, logistic regression, marketing communications, statistical methods of multidimensional classification


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Abstract:

The article is devoted to the application of statistical methods of multivariate classification in the conditions of outflow of customers from companies operating in the market, and their transition to competing organizations. The existing problem of customer outflow in Russia may seem ordinary and quite natural for the subjects of modern business only at first glance. In fact, the loss of even one buyer directly erodes the organization's once-strong market position and competitiveness. Dissatisfied with the quality or level of service, the buyer often moves to other companies, thereby causing double damage to the enterprise, the client of which he was for a long period of time: there is not only a significant weakening of the competitive positions of the organization that has lost its support, but also in parallel with this there is a strengthening of the position of its market opponent, the client of which becomes an unsatisfied consumer. In this regard, the processes of customer outflow management using statistical methods of multivariate classification are of particular relevance. The paper determines the degree of influence of unstructured information flows that cause complications in the management of consumer behavior, develops algorithms for managing the outflow of customers and justifies their possible practical application in the activities of modern organizations, identifies the possibility of using statistical methods of multidimensional classification to manage the outflow of customers in the company.

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