A novel decision rules approach for customer relationship management of the airline market

Customer churn means the loss of existing customers to a competitor. Accurately predicting customer behavior may help firms to minimize this loss by proactively building a lasting relationship with their customers. In this paper, the application of the factor analysis and the Variable Consistency Dominance-based Rough Set Approach (VC-DRSA) in the customer relationship management (CRM) of the airline market is introduced. A set of ‘‘if . . . then . . .” decision rules are used as the preference model to classify customers by a set of criteria and regular attributes. The proposed method can determine the competitive position of an airline by understanding the behavior of its customers based on their perception of choice, and so develop the appropriate marketing strategies. A large sample of customers from an international airline is used to derive a set of rules and to evaluate its prediction ability. 2008 Elsevier Ltd. All rights reserved.