Efficient customer behaviour prediction in Indian metropolitan cities for E‐commerce applications

Abstract

AbstractThe primary objective of this manuscript is to find the service quality factors, which influence customer satisfaction, promotional efforts taken by the retailer, and the perception of customers towards the organized retail sector. This investigation uses both offline and online retail sales datasets. Particularly, in the case of the offline retail sale dataset, an energy‐efficient analysis is conducted to collect scalable, accurate, and real‐time data. The collected data is used in enhancing several aspects of e‐commerce operations, including customer experience optimization and inventory management, which results in better decision‐making with increased efficiency. After data collection, the outliers are eliminated by implementing the z‐score technique. The removal of outliers increases the variability of collected data which reduces statistical power. The statistically sufficient data are given to the Randomized Grasshopper Optimization Algorithm (RGOA) for optimal instance selection. Finally, the selected optimal instances are given to the deep neural network (DNN) model for future customer behaviour prediction. The efficacy of the RGOA‐DNN model is analysed by using evaluation measures like mean squared error (MSE), root mean squared error (RMSE), mean absolute error (MAE), mean percentage error (MPE) and mean absolute percentage error (MAPE). The numerical analysis states that the RGOA‐DNN model obtained a minimal error rate with MSE of 0.09 and 0.10, RMSE of 0.13 and 0.14, MAE of 0.12 and 0.16, MPE of 0.10 and 0.11 and MAPE of 0.08 and 0.10 on the offline and online retail sales datasets. The RGOA‐DNN model has a minimal error rate in future customer behaviour prediction related to the conventional regression models. Furthermore, the elimination of inactive instances or selection of optimal instances reduces the model complexity to linear and computational time to 22.10 and 23.12 s on the offline and online retail sales datasets.