Facilitating cross-selling in a mobile telecom market to develop customer classification model based on hybrid data mining techniques

As the competition between mobile telecom operators becomes severe, it becomes critical for operators to diversify their business areas. Especially, the mobile operators are turning from traditional voice communication to mobile value-added services (VAS), which are new services to generate more average revenue per user (ARPU). That is, cross-selling is critical for mobile telecom operators to expand their revenues and profits. In this study, we propose a customer classification model, which may be used for facilitating cross-selling in a mobile telecom market. Our model uses the cumulated data on the existing customers including their demographic data and the patterns for using old products or services to find new products and services with high sales potential. The various data mining techniques are applied to our proposed model in two steps. In the first step, several classification techniques such as logistic regression, artificial neural networks, and decision trees are applied independently to predict the purchase of new products, and each model produces the results of their prediction as a form of probabilities. In the second step, our model compromises all these probabilities by using genetic algorithm (GA), and makes the final decision for a target customer whether he or she would purchase a new product. To validate the usefulness of our model, we applied it to a real-world mobile telecom company’s case in Korea. As a result, we found that our model produced high-quality information for cross-selling, and that GA in the second step contributed to significantly improve the performance.     

A service selection model for digital music service platforms using a hybrid MCDM approach

Digital music services have provided more and more digital contents and service styles. The number of people paying to download music is on the rise. Digital music files, mainly in MP3 format, have become widespread on the internet. Downloading digital products for free may harm creators and music publishers, because it is very easy to obtain free-music through peer-to-peer sharing technologies over the internet. At the same time, portable entertainment devices and mobile phones are now able to carry music files, enabling people to access music much more easily. On the other hand, with the coming of the 5G in the telecom infrastructure, the rise in downloading music using mobile devices becomes possible. People can access online-music platform services through cable/ADSL with their digital devices (e.g., Personal computer, Notebook and Smart phone) or through the telecom services accompanying their mobile devices. Therefore, a critical issue for record publishers, or digital music service providers, is how to provide services to create value and fulfill customer needs. By determining customer music service needs and intentions, this study identifies the selection criteria necessary for customers to evaluate and select digital music service platforms. A novel MCDM (Multiple Criteria Decision Making) technique is developed that integrates the Decision making Trial and Evaluation Laboratory (DEMATEL), Principal Component Analysis (PCA), Analytical Network Procedure (ANP), and VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR). This technique ranks and improves the digital music service platforms to obtain the best win-win service selection. This paper will propose the key driving aspects of the digital music service platforms and rank them by using the model proposed. The conclusions are composed of suggestions for service providers to improve their existing functions and plan further utilities for the digital music service platforms.     

A systematic survey of service identification methods

One of the major challenges for the adoption of the service-oriented architecture (SOA) is the service identification phase that aims to determine which services are appropriate to be implemented. In the last decade, several service identification methods (SIMs) were proposed. However, the service identification phase still remains a challenge to organizations due to the lack of systematic methods and comprehensive approaches that support the examination of the businesses from multiple perspectives and consider service quality attributes. This work aims to provide an overview of existing SIMs by detailing which service’s perspectives, stated as relevant by the industry, are addressed by the SIMs and also by synthesizing the identification techniques used by them. We have performed a systematic survey over publications about SIMs from 2002 to June 2013, and 105 studies were selected. A detailed investigation on the analyzed SIMs revealed that the identification techniques applied by them have a correlation on how they address many of the service’s perspectives. In addition, they are supporting the SOA adoption by handling many perspectives of the OASIS’ reference architecture for SOA. However, most of them do not explicitly address service quality attributes and few studies support the evaluation of both. Therefore, future research should follow the direction toward hybrid methods with mechanisms to elicit business and service’s quality attributes.     

A policy-oriented secured service for the e-commerce applications in cloud

The communication process is very easy today due to the rapid growth of information technology. In addition, the development of cloud computing technology makes it easier than earlier days by facilitating the large volume of data exchange anytime and from anywhere in the world. E-businesses are successfully running today due to the development of cloud computing technology. Specifically in cloud computing, cloud services are providing enormous support to share the resources and data in an efficient way with less cost expenses for businessmen. However, security is an essential issue for cloud users and services. For this purpose, many security policies have been introduced by various researchers for enhancing the security in e-commerce applications. However, the available security policies are also failing to provide the secured services in the society and e-commerce applications. To overcome this disadvantage, we propose a new policy-oriented secured service model for providing the security of the services in the cloud. The proposed model is the combination of a trust aware policy scheduling algorithm and an effective and intelligent re-encryption scheme. Here, the dynamic trust aware policy-oriented service for allocating the cloud user’s request by the cloud service provider and an effective and re-encryption scheme is used that uses intelligent agent for storing the data in the cloud database securely. The proposed model assures the scalability, reliability, and security for the stored e-commerce data and service access.     

基于概率语言和改进TODIM的产品服务匹配方法

针对概率语言信息下产品服务模块双边匹配问题,考虑匹配主体间的相互作用与影响以及决策者的心理行为,提出一种基于BWM (best-worst method)、DEMATEL (decision making trial and evaluation laboratory)权重确定方法和改进TODIM的概率语言双边匹配方法.首先,通过BWM方法和概率语言DEMATEL方法确定各匹配模块综合权重;然后,通过TODIM方法计算产品服务模块的总体优势度,得到产品服务模块双边匹配满意度矩阵;接着,在此基础上,构建以产品和服务效用达到最大的多目标优化模型,利用线性加权法将其转化为单目标模型求解,进而得到最优匹配方案;最后,通过新能源汽车产品服务匹配的案例,验证所提出方法的有效性和可行性,为新能源汽车产品与服务融合发展提供新方向.     

边缘计算环境中基于规划图的服务组合修复方法

在云计算和边缘计算环境中,通过提取和组合可用的服务以满足用户需求已成为常见的做法.然而,当前的方法难以应对由于用户需求变化或外部环境变动导致的组合失效问题.为了应对这一挑战,提出一种边缘计算环境中基于规划图的服务组合及其修复方法.首先,结合移动路径模型和规划图方法完成服务组合过程,通过规划图的构建可以有效地评估和选择适合用户需求的服务组合.当服务集合发生变化或用户目标更改时,能够在现有的规划图基础上生成新的解决方案,以满足用户的需求.这种修复方法能够实时适应云边环境中的变化,提高系统的灵活性和可靠性.经过实验测试发现,所提出的修复方法相较于重新规划具有更好的性能表现,并验证了修复方法在组合失效问题上的有效性和实用性.     

Towards an accurate evaluation of quality of cloud service in service-oriented cloud computing

Cloud computing promises to provide high quality, on-demand services with service-oriented architecture. However, cloud service typically come with various levels of services and performance characteristics, which makes Quality of Cloud Service (QoCS) high variance. Hence, it is difficult for the users to evaluate these cloud services and select them to fit their QoCS requirements. In this paper, we propose an accurate evaluation approach of QoCS in service-oriented cloud computing. We first employ fuzzy synthetic decision to evaluate cloud service providers according to cloud users’ preferences and then adopt cloud model to computing the uncertainty of cloud services based on monitored QoCS data. Finally, we obtain the evaluation results of QoCS using fuzzy logic control. The simulation results demonstrate that our proposed approach can perform an accurate evaluation of QoCS in service-oriented cloud computing.     

A systematic approach to new mobile service creation

In spit of the growing importance of new service creation (NSC), especially new mobile service creation, most of the previous studies on NSC have been conceptual and focused on the traditional services. In response, this study suggests a new systematic approach to new mobile service creation. At first, morphological analysis is applied to identify the structure of services. Specifically, the dimension parameters are defined by decomposing the service system into basic components and the shape parameters are defined by mapping keywords extracted from business method patents through text mining. Then, by applying conjoint analysis, the promising configurations of mobile services are derived. Finally, the Kano model is applied to evaluate the requirement type of alternatives. The proposed approach can generate and evaluate the service concepts systematically. The detailed procedure of the approach is illustrated based on the case of mobile entertainment services. The proposed approach is expected to help service designers in real service creation processes.     

基于客服对话的产品和服务质量分析

现有的产品和服务质量分析常通过问卷调查或利用商品评论,但存在问卷收集难度大、商品评论中存在无效数据等问题。客服对话作为顾客与商家之间沟通的桥梁,包含了丰富的顾客意见,覆盖了从产品到服务的多个方面,然而现在利用客服对话分析产品和服务质量的研究还较少。提出了一种基于客服对话的产品和服务质量分析方法,首先结合产品特征和服务蓝图,确定产品和服务质量的评价要素,并结合重要性?满意度分析（IPA）法定义评价要素的重要性和满意度指标;然后对客服对话进行主题提取和情感分析,定量分析产品和服务的重要性和满意度。以某消毒除菌产品淘宝旗舰店的真实客服对话为例应用了该方法,建立了18个评价要素,并基于90余万条真实的历史客服对话对评价要素的重要性和满意度进行了量化,从而分析旗舰店产品和服务的质量。最后通过对专业客服的问卷调研,验证了所提方法的有效性。     

Combining VIKOR with GRA techniques to evaluate service quality of airports under fuzzy environment

The aim of this paper was to present an effective approach for evaluating service quality of Northeast-Asian international airports by conducting customer surveys. In general, evaluation of service quality is a complex multicriteria decision-making (MCDM) problem; therefore, a complex decision process is often involved in which multiple requirements and fuzzy conditions have to be taken into consideration simultaneously. By combining concepts of VIKOR and grey relational analysis (GRA), a new fuzzy MCDM method was proposed to deal with the evaluation of service quality problems in the international airports. This model was solved by an effective algorithm, which incorporated the decision-maker’s attitude and/or preference for customers’ assessments on weights and performance ratings of each criterion. An empirical study for evaluating service quality of seven major Northeast-Asian international airports was put forth to illustrate an application of the proposed model. The study results showed that this approach is an effective means for tackling MCDM problems involving subjective assessments of qualitative attributes in a fuzzy environment.     

Task complexity and different decision criteria for online service acceptance: A comparison of two e-government compliance service domains

Inspired by ever evolving information technologies and the myriad of successful business cases that reap the benefit of new technologies, many governments around the world have jumped on the bandwagon of electronic government (e-Gov). However, there has been little academic research regarding the types and conditions of e-Gov services that are acceptable to the public. This paper synthesizes a model of e-Gov compliance services acceptance by critically integrating prior research along with the distinctive characteristics of the online government services context. The study posits that different levels of task complexity involved in various e-Gov compliance processes can lead citizens to use different decision criteria and empirically examines the differing acceptance decision patterns of potential e-Government service users in two compliance service domains. The results reveal that citizens do adopt different decision criteria for different levels of task complexity, suggesting that functional usefulness of e-Gov services becomes a more important criterion for online services that involve difficult tasks. In contrast, the service provider's competence in online operations becomes a more important factor for simple tasks. Several other findings and future research directions are also discussed.     

Evaluation and management of new service concepts: An ANP-based portfolio approach

One of the most crucial decisions in service development is concept selection. Nevertheless, little attention has been paid to evaluation of new service concepts (NSCs). This study proposes an analytic network process (ANP) approach to evaluation of NSCs. ANP is a multiple criteria decision making (MCDM) method that can accommodate interdependency among decision attributes. The proposed approach measures feasibility of NSCs in terms of strategy, technology, market, implementation, and operation. The derived feasibility values of NSC alternatives are then employed to construct the NSC portfolio matrix, together with customers’ preference. The NSC portfolio matrix is expected to aid decision making on concept selection and provide managerial implications for service development. A case of the mobile information and entertainment service is presented to illustrate the proposed approach.     

煤炭企业信息服务能力评价模型

针对煤炭企业信息服务的特点,采用功能团的方法构建了基于信息资源、信息服务基础设施、信息服务满意度、信息服务方式、信息服务结果5个方面的信息服务能力评价指标体系,提出了基于模糊神经网络的信息服务能力评价模型。该模型可对煤炭企业信息服务平台的信息服务能力进行客观的综合评价,具有操作简单、计算速度快、自我学习等优点。     

Multimedia mobile application e-commerce service satisfaction

Previous research on e-commerce through multimedia mobile applications primarily focused on the relationships between e-service factors and positive customer behavior. However, these studies did not consider the consumer purchasing decision process sufficiently to develop firms’ strategic priorities in the context of e-commerce services through multimedia mobile applications. To fill this gap, we conducted a choice-based conjoint analysis (CBCA) to identify the preferences for each attribute and the interaction effects between each pair of attributes related to the purchasing decision, and used an analytic hierarchy process (AHP) analysis to calculate the overall priorities for every sub-criterion and partial priorities for each main criterion. The main findings from the integrated CBCA and AHP are that consumers must be able to fulfill their most basic needs through multimedia mobile applications’ e-commerce service, e-commerce service providers using multimedia mobile applications should enhance their existing advantages to complement their shortcomings, and e-commerce service providers besides social commerce operators should change their business structures to adapt to the new e-commerce environment. We also discuss the main contributions and implications to improve e-commerce service satisfaction and strategic decision-making.

     

A strategic approach to customer satisfaction in the telecommunication service market

As is the case in most other service industries, customer satisfaction is of paramount importance in the telecommunications industry. owever, customer satisfaction management in the telecommunication industry is difficult because of the diversity of services and customer segments that exist. This diversity makes it implausible to have a uniform customer satisfaction questionnaire that can be administered to all the different service/customer segment combination. Therefore, we first carried out a segmentation study to identify key customer segments for Korea Telecom, and then focused on one service/customer group in developing the questionnaire. The questionnaire was developed using the SERVPERF approach to measuring service satisfaction. We then developed a decision support system to manage and analyze the customer satisfaction data. The system consists of data input, tracking ability, and statistical modeling capabilities. The computer software was designed as an “open” decision support system that was intended to be used by a wide and general audience within Korea Telecom to review and make active use of customer satisfaction data.     

一种带有负载均衡的军事信息服务聚合模型

针对在军事信息栅格体系内, 服务聚合后的部署状态对网络节点性能和服务质量(QoS）产生反馈影响的问题, 提出了一种带有负载均衡的服务聚合模型(load balancing composition model for military information service, LBCMMS), 通过重新构建QoS参数组, 使得对服务的优选评估更符合军事需求; 引入动态削弱矩阵（dynamic weakening watrix, DWM）, 并定义矩阵中的两种负指数削弱因子, 促使聚合的服务流在节点的分布上具有负载均衡效果; 分别基于回溯—贪婪算法（BGA）和遗传算法（GA）设计了服务聚合流程, 解决了模型多条件决策下的NP-complete问题; 通过仿真验证了模型的有效性。     

A novel QoS model and computation framework in web service selection

With the rapid development of e-commerce over Internet, web services have attracted much attention in recent years. Nowadays, enterprises are able to outsource their internal business processes as services and make them accessible via the Web. Then they can dynamically combine individual services to provide new value-added services. With the increasing number of web services having equivalent functionality, the binding procedure is driven by some non-functional, Quality of Service (QoS) criteria, such as the money cost, response time, reputation, reliability or a trade-off between them. Thus, an important problem is, given QoS constraints, how to aggregate and leverage individual service??s QoS information to derive the optimal QoS of the composite service. In this paper, we propose a novel QoS model for performing flexible service selection. The key idea of the model is to relax users?? QoS constraints and try to find the most possible services satisfying users?? QoS requirements. Based on the proposed QoS framework, we develop various algorithms for making service selection on individual and composite services. We also introduce a top-k ranking strategy to reflect a user??s personalized requirements. Experimental evaluation shows the proposed QoS model is efficient and practical.     

基于社会选择理论的在线服务评价

用户评价标准不一致和偏好不一致导致网络空间中的在线服务之间不具备公正的可比较性,从而用户难以选择到满意的在线服务,因此,提出了基于社会选择理论计算在线服务优劣的排序方法。首先,根据用户给出的用户-服务评价矩阵构建群体偏好矩阵;然后,基于群体偏好矩阵和Kemeny社会选择函数构建0-1整数规划模型;最后,通过求解该模型可得到服务的最优排序结果。该方法聚合个体偏好为群体偏好,决策符合群体大多数人的偏好且与个体偏好保持最大的一致性。通过理论分析和实验验证了该方法的合理性和有效性。实验结果表明,该方法能有效地解决在线服务之间的不可比较性问题,实现在线服务的优劣排序,并可以有效抵制推荐攻击,具有较强的抗操纵性。