RFM دراسة تحليلية للعوامل المؤثرة على القيمة الدائمة للزبون وفق نموذج

Abstract

Due to market saturation and increased competition on the one hand and a high level of customer awareness on the other, there has been a major change in marketing philosophy from the traditional concept of marketing that focuses on the product to the concept of relationship marketing that focuses on the customer, where a new function emerged based on the principles of this concept and the development of information and ommunications technology, known as customer relationship management, and it relies largely on a measure of the customer's lifetime value when segmenting consumers depending on their profitability, based on a ceramic tile manufacturing company's sales database, which comprises 160 customers and 5 245 purchases, we aim to test the efficiency of RFM model combined with data mining techniques represented by clustering algorithms in segmenting customers based on their lifetime value and allocating marketing resources, in addition, we will test the effect of a group of factors on customers lifetime value, the results showed that using RFM model to stimate customer lifetime value allows for the development of marketing strategies effectively. On the other hand, loyalty tools, exchange characteristics, and relationship characteristics affect the lifetime value of the customer. There are also statistically significant differences in the average customer lifetime value depending on the type of purchaser. The study provides important research and managerial implications that marketing managers can use the RFM model to segment customers based on their lifetime value and develop the appropriate marketing mix for each individual or group of customers. The results of the study also give researchers and managers an idea of the factors that control customer lifetime value, and It recommends further research.