응용통계연구 (The Korean Journal of Applied Statistics)

  • 제26권1호
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  • Pages.23-36
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  • 2013
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  • 1225-066X(pISSN)
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  • 2383-5818(eISSN)
한국통계학회 (The Korean Statistical Society)
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소셜 네트워크 분석을 기반으로 한 이동통신 잠재고객 이탈에 대한 연구

Analysis to Customer Churn Provoker's Roles Using Call Network of a Telecom Company

  • 전희주 (동덕여자대학교 통계학과) ;
  • 임병학 (부산외국어대학교 데이터경영학과)
  • Chun, Heuiju (Department of Statistics & Information, Dongduk Women's University) ;
  • Leem, Byunghak (Division of Business Administration, Busan University of Foreign Studies)
  • 투고 : 2012.10.04
  • 심사 : 2012.12.10
  • 발행 : 2013.02.28
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초록

본 연구에서는 국내 한 이동통신회사의 해지 고객 중심의 통화 네트워크 데이터를 가지고 고객들 간의 관계 구조를 나타내는 소셜 네트워크 분석의 일종인 자아 네트워크(Ego-Network) 분석을 통해 핵심 연결자 역할 및 중개 역할을 하는 이탈고객이 다른 고객의 이탈에 어떻게 영향을 미쳤는지를 분석하고 이를 기반으로 고객 이탈 예측 및 이탈방지를 위한 방안을 제시하고자 한다. 해지고객들 간 양방향 통화를 갖는 네트워크를 살펴본 결과, 해지고객들 간의 무더기 이탈 현상을 확인할 수 있었다. 이러한 이탈 그룹에는 그룹 이탈에 영향을 주는 이탈유발자가 존재하고 있었으며, 이러한 이탈유발자의 특징은 그룹 내에서 많은 구성원들과 연결되어 있는 핵심 연결자 역할을 하면서, 정보전달의 매개자 역할을 동시에 해내는 고객이었다. 즉 긴밀한 네트워크일수록, 이탈유발자 비중이 높고, 이들 이탈유발자와의 관계에 의한 이탈현상은 이탈유발자의 영향이 큰 것으로 볼 수 있을 것이다.

In this study, we investigate how churn customers (who play a central connector or broker role) affect other customers' churn in their call networks with ego-network analysis using call data of a mobile telecom company in Korea. As a result of investigating Reciprocal Network, we found a relationship of attrition among churn customers. Churn provokers who influence other customers' attrition exist in customer churn networks. The characteristics of churn provokers is that they play a central connector and broker role in their groups. The proportion of churn provokers increases and the churn provoker's influence increases because the network is a reciprocal one.

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