Buying Behavior and Customer Lifetime Value in CRM

本研究在非契约型客户关系管理模式下，建构消费者行为模型，从客户的交易数据中估算客户终身价值。特别地，本研究从顾客的RFM（current, Frequency, Monetary-value）指标中，通过购买率、生命周期和单笔消费的相关行为来识别顾客的购买特征，并构建了顾客生命周期价值（Customer lifetime Value， CLV）模型。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联系起来，从而为客户获取提供有用的见解。

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.