Predicting customer value per product: From RFM to RFM/P

Heldt Rodrigo; Silveira Cleo Schmitt; Luce Fernando Bins

首页> 外文期刊>Journal of Business Research >Predicting customer value per product: From RFM to RFM/P

【24h】

Predicting customer value per product: From RFM to RFM/P

机译：预测每种产品的客户价值：从RFM到RFM / P.

获取原文

获取原文并翻译 | 示例

掌桥外文数据库（机构版） >>

开具论文收录证明 >>

文献代查 >>

页面导航

摘要
著录项
相关主题

摘要

Recency, frequency, and monetary (RFM) models are widely used to estimate customer value. However, they are based on the customer perspective and do not take the product perspective into account. Furthermore, predictability decreases when recency, frequency, and monetary values vary among product categories. A RFM per product (RFM/P) model is proposed to first estimate customer values per product and then aggregate them to obtain the overall customer value. Empirical applications for a financial services company and a supermarket demonstrate that RFM/P opens up the possibility to combine customer and product perspectives. Additionally, when there are changes in customer purchase behavior regarding recency per product and frequency per product, which is usual, RFM/P prediction accuracy was found to be better than traditional RFM.

机译：新闻，频率和货币（RFM）模型广泛用于估计客户价值。但是，它们基于客户的角度，并不考虑到产品的视角。此外，在产品类别中的新近度，频率和货币值之间变化时可预测性降低。每个产品（RFM / P）模型的RFM都建议首次估计每个产品的客户值，然后聚合它们以获得整体客户价值。金融服务公司和超市的经验申请表明RFM / P打开了将客户和产品观点结合起来的可能性。此外，当有关于每个产品的新兴的客户购买行为的变化和每个产品的频率，通常发现RFM / P预测准确性比传统RFM更好。

著录项

来源
《Journal of Business Research》 |2021年第4期|444-453|共10页
作者
Heldt Rodrigo; Silveira Cleo Schmitt; Luce Fernando Bins;
展开▼
作者单位

Univ Fed Rio Grande do Sul 855 Washington Luiz St BR-90010460 Porto Alegre RS Brazil;

Univ Fed Rio Grande do Sul 11-700 Rodovia RS 030 Km 92 BR-95590000 Tramandai Brazil;

Univ Fed Rio Grande do Sul 855 Washington Luiz St BR-90010460 Porto Alegre RS Brazil;

展开▼
收录信息
原文格式 PDF
正文语种 eng
中图分类
关键词
Customer lifetime value; CLV; RFM; Customer base analysis; Product orientation; Customer orientation;

机译：客户终身值;CLV;RFM;客户群分析;产品方向;客户导向;

Predicting customer value per product: From RFM to RFM/P

摘要

著录项

相关主题

期刊订阅