The Application and Approach of Rough Set in B2c Retailing Store Customer Loyalty Assessment

With the rapid growth of e-commerce and on-line consumer shopping trends, the importance of evaluation and building customer loyalty in electronic marketplaces has come into sharper focus. So the evaluation of web-based electronic commerce customer e-loyalty becomes paramount. In this paper we present the algorithm of rough set and applied it to customer e-loyalty evaluation. Firstly, the paper briefly introduces basic theory of rough set and shows how to realize selection of web e-metrics and assessment. Then we gave process steps and the block chart of algorithm based on rough fuzzy set theories. Secondly, we used the e-metrics data of ecommerce web as illustration to implement the algorithm. In this part, we collect 10 evaluation records as example. At last we gave the evaluation of b2c customer e-loyalty and reached an analysis conclusion. The result showed that the algorithm could find out hidden association rules to make classification decisions.