| Budget Amount *help |
¥2,600,000 (Direct Cost: ¥2,000,000、Indirect Cost: ¥600,000)
Fiscal Year 2010: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2009: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2008: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2007: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| Research Abstract |
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.
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