A STUDY ON PREDICTIVE ANALYSIS FOR CUSTOMER RETENTION USING KNN-ALGORITHM

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A STUDY ON PREDICTIVE ANALYSIS FOR CUSTOMER RETENTION USING KNN-ALGORITHM

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A STUDY ON PREDICTIVE ANALYSIS FOR CUSTOMER RETENTION USING KNN-ALGORITHM

Mr. S.Narendran¹ Ms. V. P. Swetha ²

II MBA Student, Panimalar Engineering College
Assistant Professor, Department of Master of Business Administration, Panimalar Engineering College

ABSTRACT

This study examines customer retention in a competitive sales environment, focusing on satisfaction, trust, and perceived value. Utilizing the K-Nearest Neighbors (KNN) algorithm, the research aims to predict and enhance customer loyalty and streamline monitoring processes. The KNN algorithm classifies data points based on proximity rather than decision trees. Findings reveal a retention rate of 81.12% and a churn rate of 18.87%, with customer activity, subtotal, and quantity identified as key retention factors. Despite the challenges of retaining customers amidst available alternatives, this study contributes to developing effective retention strategies in the sales sector.

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