Customer Segmentation Using RFM Analysis: Real Case Application on a Fuel Company

Irem Ucal Sari; Duygu Sergi; Burcu Ozkan

doi:10.1108/978-1-80043-884-220211009

Customer Segmentation Using RFM Analysis: Real Case Application on a Fuel Company

Irem Ucal Sari, Duygu Sergi, Burcu Ozkan

Department of Industrial Engineering

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

3 Citations (Scopus)

Abstract

Customer segmentation is an important research area that helps organizations to improve their services according to customer needs. With the increased information that shows customer attitudes, it is much easier and also more necessary than before to analyze customer responses on different campaigns. Recency, frequency, and monetary (RFM) analysis allows us to segment customers according to their common features. In this chapter, customer segmentation and RFM analysis are explained first, then a real case application of RFM analysis on customer segmentation for a Fuel company is presented. At the end of the application part, possible strategies for the company are generated.

Original language	English
Title of host publication	Application of Big Data and Business Analytics
Publisher	Emerald Group Publishing Ltd.
Pages	139-158
Number of pages	20
ISBN (Electronic)	9781800438842
ISBN (Print)	9781800438859
DOIs	https://doi.org/10.1108/978-1-80043-884-220211009
Publication status	Published - 1 Jan 2020

Bibliographical note

Publisher Copyright:
© 2021 by Emerald Publishing Limited.

Keywords

B2C
Customer lifetime value
Customer segmentation
Real case study
Recency, frequency, and monetary analysis

Access to Document

10.1108/978-1-80043-884-220211009

Cite this

@inbook{a9ed285f600c4e268b7ff7dd28f0485f,

title = "Customer Segmentation Using RFM Analysis: Real Case Application on a Fuel Company",

abstract = "Customer segmentation is an important research area that helps organizations to improve their services according to customer needs. With the increased information that shows customer attitudes, it is much easier and also more necessary than before to analyze customer responses on different campaigns. Recency, frequency, and monetary (RFM) analysis allows us to segment customers according to their common features. In this chapter, customer segmentation and RFM analysis are explained first, then a real case application of RFM analysis on customer segmentation for a Fuel company is presented. At the end of the application part, possible strategies for the company are generated.",

keywords = "B2C, Customer lifetime value, Customer segmentation, Real case study, Recency, frequency, and monetary analysis",

author = "Sari, {Irem Ucal} and Duygu Sergi and Burcu Ozkan",

note = "Publisher Copyright: {\textcopyright} 2021 by Emerald Publishing Limited.",

year = "2020",

month = jan,

day = "1",

doi = "10.1108/978-1-80043-884-220211009",

language = "English",

isbn = "9781800438859",

pages = "139--158",

booktitle = "Application of Big Data and Business Analytics",

publisher = "Emerald Group Publishing Ltd.",

address = "United Kingdom",

}

TY - CHAP

T1 - Customer Segmentation Using RFM Analysis

T2 - Real Case Application on a Fuel Company

AU - Sari, Irem Ucal

AU - Sergi, Duygu

AU - Ozkan, Burcu

PY - 2020/1/1

Y1 - 2020/1/1

N2 - Customer segmentation is an important research area that helps organizations to improve their services according to customer needs. With the increased information that shows customer attitudes, it is much easier and also more necessary than before to analyze customer responses on different campaigns. Recency, frequency, and monetary (RFM) analysis allows us to segment customers according to their common features. In this chapter, customer segmentation and RFM analysis are explained first, then a real case application of RFM analysis on customer segmentation for a Fuel company is presented. At the end of the application part, possible strategies for the company are generated.

AB - Customer segmentation is an important research area that helps organizations to improve their services according to customer needs. With the increased information that shows customer attitudes, it is much easier and also more necessary than before to analyze customer responses on different campaigns. Recency, frequency, and monetary (RFM) analysis allows us to segment customers according to their common features. In this chapter, customer segmentation and RFM analysis are explained first, then a real case application of RFM analysis on customer segmentation for a Fuel company is presented. At the end of the application part, possible strategies for the company are generated.

KW - B2C

KW - Customer lifetime value

KW - Customer segmentation

KW - Real case study

KW - Recency, frequency, and monetary analysis

UR - http://www.scopus.com/inward/record.url?scp=85103105232&partnerID=8YFLogxK

U2 - 10.1108/978-1-80043-884-220211009

DO - 10.1108/978-1-80043-884-220211009

M3 - Chapter

AN - SCOPUS:85103105232

SN - 9781800438859

SP - 139

EP - 158

BT - Application of Big Data and Business Analytics

PB - Emerald Group Publishing Ltd.

ER -

Customer Segmentation Using RFM Analysis: Real Case Application on a Fuel Company

Abstract

Bibliographical note

Keywords

Access to Document

Other files and links

Fingerprint

Cite this