چکیده:
Telecommunications is the todays’ leading industry. Value Added Services (VAS) is considered as one of the most money making segments of Telecom services. The purpose of this paper is to allocate promotional marketing strategies to customer segments. Therefore, a four-phase practical framework is developed to prioritize marketing strategies based on Customer Lifetime Value (CLV). The first phase focuses on information gathering. Consequently, the CLV of each customer is calculated. Then, the customers are clustered into separated segments based on their CLV scores, using Fuzzy C-Mean. Finally, the appropriate marketing strategy is prioritized for each segment, using Fuzzy TOPSIS technique.
خلاصه ماشینی:
A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry Yaser Nemati1, Ali Mohaghar2*, Mohammad Hossein Alavidoost 3, Hossein Babazadeh 4 1.
Therefore, a four-phase practical framework is developed to prioritize marketing strategies based on Customer Lifetime Value (CLV).
To calculate the potentials of overall customer profitability, many companies have tried to estimate the customer value in their operation (Chen, Khoo, & Yan, 2002; Macrae & Uncles, 1997; Rahimi & Kozak, 2017; Wang & Feng, 2012).
In another approach, called the wallet-share method, calculation of the customer’s value is defined as the relative amount of product sold by the organization on the customer’s total purchase of the same product in the entire market, along with the given time period (Castéran, Meyer- Waarden, & Reinartz, 2017; Reinartz, Thomas, & Kumar, 2005).
Sublaban and Aranha (2009) provided insights about how customer equity estimates can help businesses monitor the competition as well as aid managers in making their marketing investment decisions in telecom industry.
In the third phase, after calculating the lifetime value, the sample customers will be clustered into different segments, according to their CLV, using Fuzzy C-Mean (FCM) clustering technique.
(View the image of this page) Phase 1: Collecting customers' information At this stage of the study, based on the extracted factors from the review of the life time value background, a randomly selected sample of 2000 customers of SMS-based VAS (including both prepaid and post-pay subscribers) is extracted from the main customers’ database of the studied company.