Paper Title :A Study of Customer Lifetime Value Measurement Based on RFM Profile to Achieve Competitive Advantage in Online Indian Ecommerce Industry

Author :Nilesh Patankar, Hardy Lin, Henry Ker-Chang Chang

Article Citation :Nilesh Patankar ,Hardy Lin ,Henry Ker-Chang Chang , (2017 ) " A Study of Customer Lifetime Value Measurement Based on RFM Profile to Achieve Competitive Advantage in Online Indian Ecommerce Industry " , International Journal of Management and Applied Science (IJMAS) , pp. 81-86, Volume-3,Issue-6

Abstract : E-commerce in India has turned out to be a game changer for the Indian economy as the e-commerce industry is expected to form the largest part of the Indian internet market with a value of approximately US$100 Billion by 2020. But the fierce competition in online e-commerce industry has forced the companies to focus on providing customer delight and win customer loyalty. Therefore, measuring the parameters which drive customer satisfaction has become vital from the long-term growth perspective of the businesses. In this paper we attempted to identify the drivers of profitability with the support of data gathered from a small business and a relatively new entrant to the online e-commerce sector to see if RFM analysis can be used to segment the customer database by profitability. The study also aimed to evaluate whether we can model projected Customer life time value (CLV) from the RFM profile. Keywords - E-commerce, Customer Loyalty, RFM Analysis, RFM Profile, Customer Life time Value (CLV)

Type : Research paper

Published : Volume-3,Issue-6

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