Customer Valuation in Database Marketing: The Case of Securities Investment Trust Industry

• Main Authors: Yu-Jen HSU, 徐毓仁
• Other Authors: 翁頌舜
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/04304805927892801136

碩士 === 輔仁大學 === 資訊管理學系 === 93 === Because of the change of the whole marketing environment, the business has to adapt itself to the heterogeneity. The issue of customer relationship management has gained a lot of discussion and researches. The business is investing many resources to increase understanding of customers and establish good relationships with customers, in a hope to raise customer satisfaction and customer royalty and eventually to obtain more royal customers. Customer value analysis is fundamental to customer relationship management. This research uses the database of Securities Investment Trust to forecast customer values by means of RFM Model. We also conduct customer purchase behavior analysis, including inter-purchase time analysis, customer active analysis, and customer value analysis in this research. We base on the RFM model of Hughes and extend it with RFM individual differences as weighted values. We use RFM attributes into three-dimensional coordinates as the customer value index. As a result, from customer active analysis and customer value analysis, we can make various marketing strategies corresponding to the different purchase behaviors of different groups.