Customer Behavior and Decision Making in the Refurbishment Industry-a Data Mining Approach

The study of consumer behavior in the refurbishment industry is crucial to the business operation of firms, but there is a lack of research in this regard. With reference to the EKB model specific to consumer behavior, this paper discusses the relationship among consumption characteristics, firm selection behavior and satisfaction degree of refurbishment customers. 242 valid questionnaire copies were collected from refurbishment customers, and analyzed using Decision Tree Analysis and Association Rules in Data Mining. The research results show that, over half of the customers tend to entrust the refurbishment to well‐reputed firms. Moreover, the integrity of refurbishment equipment, response of refurbishment personnel, professionalism and confidence are key elements in service quality (SQ). The best marketing policy for the customers is one which provides more attractive services. These research findings may provide a useful reference for innovative refurbishment firms in their decision‐making. Santrauka Vartotoju elgsena, tiriant atnaujinima, yra labai svarbi verslo imoniu veiklai, tačiau stinga šiuo klausimu atliktu tyrimu. Remiantis EKB (Engel‐Kollat‐Blackwell) konkrečiu vartotoju elgsenos modeliu, straipsnyje aptariami ryšiai tarp vartojimo charakteristiku, imones pasirinkimo elgsenos ir atnaujinimo vartotoju ivertinimo laipsnio. Surinktos 242 galiojančios atsinaujinančiu vartotoju apklausos, kurios buvo nagrinejamos taikant sprendimu priemimo medi ir ryšiu taisykles gaunant duomenis. Tyrimu rezultatai rodo, kad daugiau kaip puse vartotojuyra linke patiketi atnaujinima žinomoms imonems. Dar daugiau, pagrindiniai elementai, užtikrinantys paslaugu kokybe (PK) ir atnaujinimo vientisuma, yra atnaujinančio personalo reakcija, jo profesionalumas ir pasitikejimas juo. Geriausia vartotoju rinkodaros politika ta, kuri suteikia daugiau patraukliu paslaugu. Šiu tyrimu rezultatai gali suteikti naudingos informacijos novatoriškoms atnaujinimo imonems ir ju sprendimams.