Building segmentation on the basis of modified RFM analysis to increase customer loyalty
Tsoy M.E.1, Schekoldin V.Yu.1, Lezhnina M.N.1
1 Новосибирский Государственный Технический университет
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Journal paper
Russian Journal of Entrepreneurship *
Volume 18, Number 21 (November 2017)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The article considers the method of consumer segmentation through modified RFM-analysis and cluster approach. We analyze customer base of a company operating in the market of transport and logistics services. The obtained results have been confirmed by the application of the matrix "choosing a loyalty strategy" by V. Reinarz and V. Kumar. That allowed to develop targeted loyalty programs for each selected segment of consumers.
Keywords: segmentation, cluster approach, consumer loyalty, RFM-analysis, modified RFM-analysis, loyalty programs, matrix "Choosing a loyalty strategy"
JEL-classification: M31, M37, M30
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