Buying Behavior and Customer Lifetime Value in CRM

在本研究中，在非契约式 CRM 下，构建了消费者行为模型，根据客户的交易数据来估计客户的终身价值。特别是，该研究通过RFM（新近度、频率和货币价值）指标中的购买率、生命周期和每笔交易支出等相互关联的行为来识别客户的购买特征，并构建了客户终身价值（CLV）模型。所提出的模型还将客户特征与这三种行为联系起来，而这三种行为又与 CLV 相关联，以提供有关客户获取的有用见解。

In this research, under non-contractual CRM, a consumer behavior model was constructed to estimate customer lifetime value from his/her transaction data. In particular, the research identified customers' buying traits through the interrelated behaviors of purchase rate, lifetime, and spending per transaction from their RFM(Recency, Frequency, and Monetary-value) measures, and constructed a model of Customer Lifetime Value(CLV). The proposed model also related customer characteristics to the three behaviors, which, in turn, are linked to CLV to provide useful insight into customer acquisition.