JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Consumer Behavior and Image Analysis: A Student Customer Retention Model
Author(s): Oscar McKnight, Christopher Mahar, Ronald Paugh, Jonathan Meredith, Josiah Moore
Citation: Oscar McKnight, Christopher Mahar, Ronald Paugh, Jonathan Meredith, Josiah Moore, (2020) "Consumer Behavior and Image Analysis: A Student Customer Retention Model," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 3, pp. 59-66
Aricle Type: Research paper
Publisher: North American Business Press
Customer retention is a critical strategic marketing concept, regardless of industry. This study examined customer defection within a postsecondary educational system, operationally defined as student retention-risk. The process involved utilizing image analysis of student ID cards by assessing facial micro-expressions with an artificial intelligence program developed by employing a series of machine learning algorithms. Discriminant findings suggest one sentiment, [Degree of Happiness] as expressed in a student’s university ID card, will identify students at-risk, potentially enhancing Return on Marketing Investment (ROMI) with strategic intervention. Results highlight an Intervention Table, as well as a Summary Table utilizing the acronym SMILE.