Sep 2026· Bulletins of Natural and Applied Sciences· Vol 4, pp. 94-107· 0 citations· 8 references
TL;DR
XGBoost was the most effective algorithm for customer churn prediction under the experimental conditions of the study, demonstrating that customer churn remains a major challenge for e-commerce organizations.
Abstract
Customer churn remains a major challenge for e-commerce organizations because customer retention directly affects profitability and business sustainability. This study presents a comparative evaluation of five supervised machine learning algorithms for customer churn prediction using 3,000 customer records obtained from an e-commerce dataset on Kaggle, comprising two classes: churned and non-churned customers. The results showed that XGBoost achieved the best overall performance, with 95.67% accuracy, 98.59% precision, 97.88% recall, 97.73% F1-score, and 97.29% AUC. Gradient Boosting and SVM followed with F1-scores of 95.00% and 94.33%, respectively, while Random Forest achieved 94.17%. Decision Tree recorded the lowest AUC of 80.94%. The findings demonstrate that XGBoost was the most effective algorithm for customer churn prediction under the experimental conditions of the study.
Keywords: Customer Churn, E-commerce, Machine Learning, XGBoost
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