{"id":"https://openalex.org/W4410999316","doi":"https://doi.org/10.3390/jtaer20020129","title":"Customer-Centric Decision-Making with XAI and Counterfactual Explanations for Churn Mitigation","display_name":"Customer-Centric Decision-Making with XAI and Counterfactual Explanations for Churn Mitigation","publication_year":2025,"publication_date":"2025-06-03","ids":{"openalex":"https://openalex.org/W4410999316","doi":"https://doi.org/10.3390/jtaer20020129"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer20020129","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020129","pdf_url":"https://www.mdpi.com/0718-1876/20/2/129/pdf?version=1748940855","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/20/2/129/pdf?version=1748940855","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5035700125","display_name":"Simona\u2010Vasilica Oprea","orcid":"https://orcid.org/0000-0002-9005-5181"},"institutions":[{"id":"https://openalex.org/I88491126","display_name":"Bucharest University of Economic Studies","ror":"https://ror.org/04yvncj21","country_code":"RO","type":"education","lineage":["https://openalex.org/I88491126"]}],"countries":["RO"],"is_corresponding":true,"raw_author_name":"Simona-Vasilica Oprea","raw_affiliation_strings":["Economic Informatics and Cybernetics Department, Bucharest University of Economic Studies, 010374 Bucharest, Romania"],"raw_orcid":"https://orcid.org/0000-0002-9005-5181","affiliations":[{"raw_affiliation_string":"Economic Informatics and Cybernetics Department, Bucharest University of Economic Studies, 010374 Bucharest, Romania","institution_ids":["https://openalex.org/I88491126"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5072430260","display_name":"Adela B\u00e2r\u00e3","orcid":"https://orcid.org/0000-0002-0961-352X"},"institutions":[{"id":"https://openalex.org/I88491126","display_name":"Bucharest University of Economic Studies","ror":"https://ror.org/04yvncj21","country_code":"RO","type":"education","lineage":["https://openalex.org/I88491126"]}],"countries":["RO"],"is_corresponding":false,"raw_author_name":"Adela B\u00e2ra","raw_affiliation_strings":["Economic Informatics and Cybernetics Department, Bucharest University of Economic Studies, 010374 Bucharest, Romania"],"raw_orcid":"https://orcid.org/0000-0002-0961-352X","affiliations":[{"raw_affiliation_string":"Economic Informatics and Cybernetics Department, Bucharest University of Economic Studies, 010374 Bucharest, Romania","institution_ids":["https://openalex.org/I88491126"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5035700125"],"corresponding_institution_ids":["https://openalex.org/I88491126"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1082},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1082},"fwci":12.3114,"has_fulltext":true,"cited_by_count":7,"citation_normalized_percentile":{"value":0.98325116,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":100},"biblio":{"volume":"20","issue":"2","first_page":"129","last_page":"129"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12026","display_name":"Explainable Artificial Intelligence (XAI)","score":0.9807999730110168,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T12026","display_name":"Explainable Artificial Intelligence (XAI)","score":0.9807999730110168,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T12384","display_name":"Customer churn and segmentation","score":0.9628000259399414,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11674","display_name":"Sports Analytics and Performance","score":0.9455000162124634,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/counterfactual-thinking","display_name":"Counterfactual thinking","score":0.8840606212615967},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.5598769187927246},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.474003404378891},{"id":"https://openalex.org/keywords/process-management","display_name":"Process management","score":0.4360082149505615},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.41236168146133423},{"id":"https://openalex.org/keywords/knowledge-management","display_name":"Knowledge management","score":0.4069386124610901},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.07319766283035278}],"concepts":[{"id":"https://openalex.org/C108650721","wikidata":"https://www.wikidata.org/wiki/Q1783253","display_name":"Counterfactual thinking","level":2,"score":0.8840606212615967},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5598769187927246},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.474003404378891},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.4360082149505615},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.41236168146133423},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.4069386124610901},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.07319766283035278},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer20020129","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020129","pdf_url":"https://www.mdpi.com/0718-1876/20/2/129/pdf?version=1748940855","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:07a0a6cd88374888825fd42308ad1864","is_oa":true,"landing_page_url":"https://doaj.org/article/07a0a6cd88374888825fd42308ad1864","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 20, Iss 2, p 129 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer20020129","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020129","pdf_url":"https://www.mdpi.com/0718-1876/20/2/129/pdf?version=1748940855","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G6301275637","display_name":null,"funder_award_id":"COFUND-CETP-SMART-LEM-1","funder_id":"https://openalex.org/F4320323983","funder_display_name":"Unitatea Executiva pentru Finantarea Invatamantului Superior, a Cercetarii, Dezvoltarii si Inovarii"}],"funders":[{"id":"https://openalex.org/F4320318622","display_name":"Ministerul Cercet\u0103rii, Inov\u0103rii \u015fi Digitaliz\u0103rii","ror":null},{"id":"https://openalex.org/F4320323983","display_name":"Unitatea Executiva pentru Finantarea Invatamantului Superior, a Cercetarii, Dezvoltarii si Inovarii","ror":"https://ror.org/01q7jq182"},{"id":"https://openalex.org/F4320336189","display_name":"Colegiul Consultativ pentru Cercetare-Dezvoltare \u015fi Inovare","ror":null}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4410999316.pdf","grobid_xml":"https://content.openalex.org/works/W4410999316.grobid-xml"},"referenced_works_count":42,"referenced_works":["https://openalex.org/W2061798849","https://openalex.org/W2330219538","https://openalex.org/W2615973898","https://openalex.org/W2943780575","https://openalex.org/W2963125461","https://openalex.org/W2964031043","https://openalex.org/W3019132020","https://openalex.org/W3099331386","https://openalex.org/W3125997628","https://openalex.org/W3155396182","https://openalex.org/W3182952703","https://openalex.org/W3197420008","https://openalex.org/W3202810143","https://openalex.org/W4210505784","https://openalex.org/W4225150645","https://openalex.org/W4285281025","https://openalex.org/W4289913091","https://openalex.org/W4310117766","https://openalex.org/W4313550417","https://openalex.org/W4321502812","https://openalex.org/W4367155960","https://openalex.org/W4376871757","https://openalex.org/W4382703132","https://openalex.org/W4383103670","https://openalex.org/W4385543826","https://openalex.org/W4386071432","https://openalex.org/W4386171822","https://openalex.org/W4386175032","https://openalex.org/W4386881085","https://openalex.org/W4387611139","https://openalex.org/W4388162105","https://openalex.org/W4388667059","https://openalex.org/W4388767362","https://openalex.org/W4389314789","https://openalex.org/W4390618104","https://openalex.org/W4391482552","https://openalex.org/W4391619692","https://openalex.org/W4392058544","https://openalex.org/W4393162062","https://openalex.org/W6745730051","https://openalex.org/W6762134835","https://openalex.org/W6861719828"],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W3201448254","https://openalex.org/W4286970243","https://openalex.org/W2066431708","https://openalex.org/W4384133558","https://openalex.org/W3025615835","https://openalex.org/W173210993","https://openalex.org/W3132716659","https://openalex.org/W1562991075","https://openalex.org/W2187644337"],"abstract_inverted_index":{"In":[0],"this":[1,30,69],"paper,":[2],"we":[3],"propose":[4],"a":[5,24],"methodology":[6],"designed":[7],"to":[8,28,62,87,91,98,115,125,162,185],"deliver":[9],"actionable":[10],"insights":[11],"that":[12,80],"help":[13],"businesses":[14,59],"retain":[15],"customers.":[16],"While":[17],"Machine":[18],"Learning":[19],"(ML)":[20],"techniques":[21],"predict":[22],"whether":[23],"customer":[25,93],"is":[26,32,160],"likely":[27],"churn,":[29],"alone":[31],"not":[33,103],"enough.":[34],"Explainable":[35],"Artificial":[36],"Intelligence":[37],"(XAI)":[38],"methods,":[39],"such":[40],"as":[41,170,172],"SHapley":[42],"Additive":[43],"Explanations":[44,50,151],"(SHAP)":[45],"and":[46,95],"Local":[47],"Interpretable":[48],"Model-agnostic":[49],"(LIME),":[51],"highlight":[52],"the":[53,56,73,77,117,121,129,141,164,168,174,178,190,193],"features":[54],"influencing":[55],"prediction,":[57],"but":[58],"need":[60],"strategies":[61],"prevent":[63],"churn.":[64],"Counterfactual":[65,150],"(CF)":[66],"explanations":[67,101],"bridge":[68],"gap":[70],"by":[71,177],"identifying":[72],"minimal":[74],"changes":[75,166],"in":[76,167,173],"business\u2013customer":[78],"relationship":[79],"could":[81],"shift":[82],"an":[83],"outcome":[84],"from":[85],"churn":[86,127],"retention,":[88],"offering":[89],"steps":[90],"enhance":[92],"loyalty":[94],"reduce":[96],"losses":[97],"competitors.":[99],"These":[100],"might":[102],"fully":[104],"align":[105],"with":[106,152],"business":[107,179],"constraints;":[108],"however,":[109],"alternative":[110],"scenarios":[111],"can":[112],"be":[113],"developed":[114],"achieve":[116],"same":[118],"objective.":[119],"Among":[120],"six":[122],"classifiers":[123],"used":[124],"detect":[126],"cases,":[128],"Balanced":[130],"Random":[131],"Forest":[132],"classifier":[133],"was":[134],"selected":[135],"for":[136],"its":[137],"superior":[138],"performance,":[139],"achieving":[140],"highest":[142],"recall":[143],"score":[144],"of":[145,196],"0.72.":[146],"After":[147],"classification,":[148],"Diverse":[149],"ML":[153],"(DiCEML)":[154],"through":[155],"Mixed-Integer":[156],"Linear":[157],"Programming":[158],"(MILP)":[159],"applied":[161],"obtain":[163],"required":[165],"features,":[169],"well":[171],"range":[175],"permitted":[176],"itself.":[180],"We":[181],"further":[182],"apply":[183],"DiCEML":[184],"uncover":[186],"potential":[187],"biases":[188],"within":[189],"model,":[191],"calculating":[192],"disparate":[194],"impact":[195],"some":[197],"features.":[198]},"counts_by_year":[{"year":2026,"cited_by_count":5},{"year":2025,"cited_by_count":2}],"updated_date":"2026-06-11T09:08:48.828518","created_date":"2025-10-10T00:00:00"}