LRFMP model for customer segmentation in the grocery retail industry: a case study
MARKETING INTELLIGENCE & PLANNING, cilt.35, sa.4, ss.544-559, 2017 (SSCI, Scopus)
- 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.