DOI: 10.5176/2251-2098_EMG15.5
Authors: Tsai, Ping Heng, Shyu, Yu Liang, Ou, Yu Jui, Hsu, Hong I and Lee and Pei Ching
Abstract: In the past decade, marketing positioning is an important market issue particularly in some industries such as publishing, retails, etc. Recently, several research also quantifies the impact of social media participation on customer profitability. Social media has shifted corporates to customer giving the raise of the power in the community, which engaged the customer’s involvement to increase the customer’s satisfaction through omni-channel, and the brand’s credibility. the purpose of this paper is to measure the customer’s behavior in the social media. We focus on the types of customer targeting, highlight how communication affects services by which firms can react to, manage, and utilize this. We perform a process to combine the two different datasets (CRM and Social data) into a format. Following, we execute RFM analysis, K-means, and social network analysis to determine our results. Finally, there are 4 different clusters has been detected from the 2,242 customer data, and 3 types of customer values also been pointed. With the finding in the practical study, the proposed procedure is a set of easily understandable decision rules by using the perception map.
Keywords: rfm model; social network analysis; customer relationship management; customer value
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