Customer segmentation using RFM analysis: Real case application on a fuel company
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CitationSari, I.U., Sergi, D. and Ozkan, B. (2020), "Customer Segmentation Using RFM Analysis: Real Case Application on a Fuel Company", Kumari, S., Tripathy, K.K. and Kumbhar, V. (Ed.) Application of Big Data and Business Analytics, Emerald Publishing Limited, Bingley, pp. 139-158. https://doi.org/10.1108/978-1-80043-884-220211009
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.