OPTIMIZING MOBILE OPERATOR SERVICES: UNCOVERING CUSTOMER PREFERENCES WITH MARKET BASKET ANALYSIS

Abstract

This study leveraged the Apriori algorithm for Market Basket Analysis to unveil hidden patterns in customer transaction data, specifically exploring combinations of mobile operator services frequently used together. Using transaction data from eight universities, the analysis revealed compelling associative rules. Notably, a significant rule indicates a strong association between effective problem-solving and fulfilled service promises, with 58.6% of customers expressing satisfaction in both areas. These insights empower mobile operators to optimize service offerings, provide personalized recommendations, and drive strategic marketing initiatives. By harnessing these data-driven insights, operators can anticipate customer needs, enhance service bundles, and ultimately boost customer engagement and revenue growth. This study underscored the untapped potential of Market Basket Analysis in the mobile telecommunications sector, paving the way for further exploration of data-driven strategies to optimize operations and enhance the customer experience. Keywords: Association rule mining, Confidence, Lift, Market Basket Analysis, Support CITATION: Athuman, M., Mushi, J., & Mbelwa, J. (2024). Optimizing mobile operator services: uncovering customer preferences with market basket analysis. The Strategic Journal of Business & Change Management, 11 (1), 1 – 8. http://dx.doi.org/10.61426/sjbcm.v11i2.2867