Establishment and application of fuzzy decision rules: an empirical case of the air passenger market in Taiwan

This paper develops a framework for creating fuzzy decision rules by socio-economic variables, transactional record variables and customer benefit variables. Fuzzy decision rules may be applied on marketing systems of businesses. This research uses fuzzy k-means algorithm and C4.5 decision tree algorithm to generate fuzzy decision rules. The framework is applied on the air passenger market of Taiwan for an empirical case study. Results of this research found two non-fuzzy (crisp) decision rules and two fuzzy decision rules, which can be applied on the customer relationship management systems of airlines. Copyright © 2010 John Wiley & Sons, Ltd.

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