A Novel Approach to Discovering Patterns of Global Customer Retention

Practicing customer relationship management (CRM) on a global scale demands the ability to explore the pattern of customer retention. Despite the importance of customer retention in customer relationship management, there is a lack of comprehensive and effective approaches to retaining customers under globalization. According to these conditions, intuitionistic fuzzy set theory, alpha-cuts, and data mining technique are employed to discover the pattern of global customer retention in our research. The obtained experiment results show that the proposed approach will provide a route to guide the further research concerning global customer retention.