A DEEP LEARNING ANALYSIS OF SERVICE MARKETING AND PURCHASE BEHAVIOR: A CONSUMER BEHAVIOR FORM

Abstract

Services has some unique set of characteristics compared to products such as being intangible, perishable, not availability of return or storage and being mostly heterateragenous in nature. While some services are available and may be provided using online service channels, some remains to preserve its continued popularity in traditional forms using conventational channels. Similary while some consumers prefer to use the contemporary service channels for various service options some prefer to remain in the conventional service channels. In this context understanding expectaions and characteristics of consumers associated with services, leading indicators of purchasing behavior may provide severeal insights to leaders, scientific community and the distinguished members of the society at large. Therefore a machine learning approach driven with deep learning, supervised and unsupervised machine learning methodologies have been applied in order to have an exploratory and confirmatory understanding of the topic of interest. Key performance indicators of the respective machine learning methodologies with the predictive knowledge discovered presented.