Study of Customer Segmentation for Auto Services Companies Based on RFM Model
نویسندگان
چکیده
This paper aims to explore the applicability of the RFM (Recentness,Frequency,Monetary) model in the customer segmentation of auto services companies, for which it obtains the weight of each index through the method of analytic hierarchy process (AHP) and segments the customers with K-means clustering method. This paper divides customers into several segments by comparing customer lifetime value calculated with weights of indexes in the model. It is proved by a case study that the model and methods proposed in the paper can be applied to effectively solve the problem in customers segmentation of auto services companies.
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