Tsoy M.E., Schekoldin V.Yu., Lezhnina M.N.Published in:
Russian Journal of Entrepreneurship
– Volume 18, Number 21 (November 2017)

JEL classification: M30, M31, M37

Keywords: cluster approach, consumer loyalty, loyalty programs, matrix "Choosing a loyalty strategy", modified RFM-analysis, RFM-analysis, segmentation


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Abstract:

The article considers the method of consumer segmentation through modified RFM-analysis and cluster approach. We analyze customer base of a company operating in the market of transport and logistics services. The obtained results have been confirmed by the application of the matrix "choosing a loyalty strategy" by V. Reinarz and V. Kumar. That allowed to develop targeted loyalty programs for each selected segment of consumers.

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