Abstract
Purpose - The purpose of this research is to establish customers’ markets and rules of dynamic CRM systems for online retailers. Design/methodology/approach - This research proposes a procedure to discover customers’ markets and rules, which adopts the RFM variables, transaction records, and socioeconomic data of the online shoppers to be the research variables. The research methods aim at the supervised apriori algorithm, C5.0 decision tree algorithm and the RFM model analysis.Findings - This research discovered eight RFM markets and six rules of online retailers. Practical implications - The proposed framework and research results can easy to help retailer managers to retain and expand high value market via their CRM and POS systems. Originality/value - This research uses data mining technologies to extract high value markets and rules for marketing plan. The research variables are easy to obtain via retailers’ systems. The found customer values, RFM markets, shopping association rules, and marketing decision rules can be discovered via the framework of this research.
Purpose - The purpose of this research is to establish customers’ markets and rules of dynamic CRM systems for online retailers. Design/methodology/approach - This research proposes a procedure to discover customers’ markets and rules, which adopts the RFM variables, transaction records, and socioeconomic data of the online shoppers to be the research variables. The research methods aim at the supervised apriori algorithm, C5.0 decision tree algorithm and the RFM model analysis.Findings - This research discovered eight RFM markets and six rules of online retailers. Practical implications - The proposed framework and research results can easy to help retailer managers to retain and expand high value market via their CRM and POS systems. Originality/value - This research uses data mining technologies to extract high value markets and rules for marketing plan. The research variables are easy to obtain via retailers’ systems. The found customer values, RFM markets, shopping association rules, and marketing decision rules can be discovered via the framework of this research.
