2010 Fiscal Year Final Research Report
Buying Behavior and Customer Lifetime Value in CRM
| Project/Area Number |
19530383
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | The University of Tokyo |
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Principal Investigator |
ABE Makoto 東京大学, 大学院・経済学研究科, 教授 (70302677)
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| Project Period (FY) |
2007 – 2010
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| Keywords | マーケティング |
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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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