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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



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

Abstract:

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.