Building a Customer Identification Model with SPSS

Shu-ning YAN


In the era of big data, information generally flows in the form of data. Nowadays, data have penetrated into every industry and business functional area and are no longer unavailable. For most enterprises and organizations, they uphold the customer-oriented principle whose ultimate goal is to use these data to discover a pattern that could identify their potential customers. In this paper, a customer identification model is built with SPSS based on factor analysis and discriminant analysis. The empirical data are collected by questionnaire to analyze and test the model. Additionally, SPSS functionalities are used throughout this paper to carry out multiple calculations, and SPSS outputs are used to demonstrate the statistical results.


Market segmentation, Prediction, Factor analysis, Discriminant analysis, SPSS, Customer, Customer identification


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