Predicting Consumption Intention of Consumer Relationship Management Users Using Deep Learning Techniques: A Review

Abstract

Consumer/customer relationship management (CRM) can potentially influence business as it predicts changes in people’s perspectives, which could impact future sales. Accordingly, advancements in Information Technology are under investigation to see their capabilities to improve the work of CRM. Many prediction techniques, such as Data Mining, Machine Learning (ML), and Deep Learning (DL), were found to be utilized with CRM. ML methods were found to dominate other approaches in terms of the prediction of consumers’ intention to purchase. This review provides DL algorithms that are mostly used in the last five years, to support CRM to predict purchase intention for better product sales decisions. Prediction criteria related to online activities and behavior were found to be the most inputs of prediction models. DL approaches are slowly applied within purchase intention prediction due to their advanced capabilities in handling large and complicated datasets with minimum human supervision. DL models such as CNN and LSTM result in high accuracy in prediction intention with 98%. Future research uses the two algorithms (CNN, LSTM) compiled to make the best prediction consumption in CRM. Additionally, an effort is being made to create a framework for predicting purchases based on many DL algorithms and the most pertinent characteristics.