Process Mining Application for Analysis of Customer’s Different Visits in a Shopping Mall

Indoor customers may have different purposes to visit a shopping mall. Understanding the visiting aims results in better customer relationship management. One of the ways to explain the customer purpose is to discover customer paths. Customers mainly visit stores related to their purposes. The main problem is to discover customer paths from paths. Since customers have changeable mood and there are many stores in a shopping mall, customer paths are generally too complex to evaluate. To overcome that problem, we use process mining technique. Process mining is a technique that has some algorithms to discover business processes from event logs in the databases. In this study, we consider the visited stores as an activity in a process. PALIA Suite, a process mining tool that includes several clustering methods for processes, is used to discover and cluster indoor customer paths to evaluate differences among the visits.