Application of social network analysis to study customer habits: case of Bistros
Date
2015
Authors
Tarus, Martin Kiprop
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
This research investigates the benefits of studying customer behaviours in a bar setting to enable the business determine relevant designs when conducting a promotion which entails determining the ideal combination of categories which yields the best revenue. The combination categories can be identified through using the number of people consuming that particular category and another shared category which should gather a lot of people meaning that there would be more sales when the categories are put on a promotion. For this to happen the research has to identify relationships in the customer habits or drinking preferences with an aim or deriving usable values to be used in identifying the commonly consumed category which will in turn help in identifying the combinations.
In order to study customer behaviours, the research should be able to adopt or identify tools that can be used in summarizing gathered data through usable variables required for the study and thereafter use the variables study items considered when processing for information. The study items will have to go through an algorithm which creates profiles or different groupings which make sense when the information is translated by the business directors.
In this case the study will adopt concepts and ideas from illustrations and theories on how Social Network Analysis (SNA) can be used to enable bar business experience Business Intelligence (BI) through studying human behaviour with an aim of creating more opportunities for them to reap more benefits by using the data previously thought to be of no use by the business.
Description
A dissertation submitted in partial fulfillment of the requirements for the Degree of Master in Information Technology
Keywords
Social Network Analysis, Customer, Customer behaviour, Customer habits, Bistros, Business