MARKETING INTELLIGENCE & PLANNING, vol.35, no.4, pp.544-559, 2017 (Peer-Reviewed Journal)
Article / Article
MARKETING INTELLIGENCE & PLANNING
Social Sciences Citation Index, Scopus
CRM, Marketing strategy, Customer relations, Customer segmentation, Grocery retail industry, RFM model, DATA MINING TECHNIQUES, MARKET-SEGMENTATION, CLUSTER-ANALYSIS, RFM ANALYSIS, MANAGEMENT
Purpose - The purpose of this paper is to propose a new RFM model called length, recency, frequency, monetary and periodicity (LRFMP) for classifying customers in the grocery retail industry; and to identify different customer segments in this industry based on the proposed model.