Abstract
The study presents some results of customer paths’ analysis in a shopping mall. Bluetooth-based technology is used to collect data. The event log containing spatiotemporal information is analyzed with process mining. Process mining is a technique that enables one to see the whole process contrary to data-centric methods. The use of process mining can provide a readily-understandable view of the customer paths. We installed iBeacon devices, a Bluetooth-based positioning system, in the shopping mall. During December 2017 and January and February 2018, close to 8000 customer data were captured. We aim to investigate customer behaviors regarding gender by using their paths. We can determine the gender of customers if they go to the men’s bathroom or women’s bathroom. Since the study has a comprehensive scope, we focused on male and female customers’ behaviors. This study shows that male and female customers have different behaviors. Their duration and paths, in general, are not similar. In addition, the study shows that the process mining technique is a viable way to analyze customer behavior using Bluetooth-based technology.
Highlights
Customer loyalty has critical importance for business continuity
The data used in this research were collected in one of the major shopping malls in Istanbul
There were 1293 cases that showed the number of customer paths in each visit
Summary
Customer loyalty has critical importance for business continuity. The underlying problem is to understand customers. There are some research works on the relationship between customer loyalty and individualized proposals. Infosys Company says companies that offer customer-oriented solutions have a big advantage concerning customer loyalty, such that 78%. Of consumers will be repeat customers [1]. As another example, Microsoft asserts that 73% of customers prefer companies that offer individualized purchasing solutions [2]. Customer experience will be more important than product and price by 2020 [3]. The research indicates the importance of understanding today’s customers having a digital purchasing experience
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
