LRFMP model for customer segmentation in the grocery retail industry: a case study

Peker S., KOÇYİĞİT A., EREN P. E.

MARKETING INTELLIGENCE & PLANNING, cilt.35, sa.4, ss.544-559, 2017 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 35 Sayı: 4
  • Basım Tarihi: 2017
  • Doi Numarası: 10.1108/mip-11-2016-0210
  • Dergi Adı: MARKETING INTELLIGENCE & PLANNING
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.544-559
  • Anahtar Kelimeler: CRM, Marketing strategy, Customer relations, Customer segmentation, Grocery retail industry, RFM model, DATA MINING TECHNIQUES, MARKET-SEGMENTATION, CLUSTER-ANALYSIS, RFM ANALYSIS, MANAGEMENT
  • Orta Doğu Teknik Üniversitesi Adresli: Evet

Özet

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.