Cilt 8 Sayı 4 (2020): Business & Management Studies: An International Journal
Makaleler

RFM VE UYUM ANALİZİ KULLANILARAK MÜŞTERİ SEGMENTASYONUNUN BELİRLENMESİ

Melih BAŞKOL
Dr. Öğr. Üyesi, Bartın Üniversitesi

Yayınlanmış 2020-12-10

Anahtar Kelimeler

  • Segmentasyon, Müşteri Veri Analizi, RFM, Uyum Analizi
  • Segmentation Customer Data Analysis RFM Correspondence Analysis

Nasıl Atıf Yapılır

BAŞKOL, M. (2020). RFM VE UYUM ANALİZİ KULLANILARAK MÜŞTERİ SEGMENTASYONUNUN BELİRLENMESİ. Business & Management Studies: An International Journal, 8(4), 902–928. https://doi.org/10.15295/bmij.v8i4.1604

Özet

Bir şirketin en iyi müşterilerini ve onların gerçek ihtiyaçlarını ve beklentilerini belirlemek oldukça zorlu bir süreçtir. Bunun üstesinden gelebilmek için segmentasyon gerekir. RFM (güncellik, sıklık ve parasal değer) uzun süredir segmentasyon uygulamalarında analitik bir teknik olarak kullanılmaktadır. Perakendeciler ve pazarlamacılar, maliyet etkinliği ve basitliği nedeniyle RFM analizini tercih etmektedirler. Geleneksel segmentasyon yöntemleriyle karşılaştırıldığında, RFM analizi müşterileri, müşterilerin geçmiş satın alma davranışlarına göre segmentlere ayırır. Bu çalışmada ilk olarak segmentasyonun önemi açıklanmaya çalışılmıştır.Çalışmada kullanılan veriler yerel bir perakendecinin veri tabanından toplanmıştır. Bir yıllık zaman diliminde sadakat kartı kullanan 18975 müşterinin alışveriş kayıtları araştırmanın veri setini oluşturmaktadır. Python programlama dili aracılığı ile her bir müşterinin RFM değerleri belirlenmiştir. RFM değerlerine göre segmente edilen müşterilerin sürekli olarak satın aldıkları makarna markaları tespit edilerek bu segmentlerin hangi markalarla daha fazla ilişkide olduklarını tespit etmek için uyum analizi SPSS programı ile uygulanmıştır.

İndirmeler

İndirme verileri henüz mevcut değil.

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