TY - JOUR ID - 81031 TI - Improving the Omnichannel Customers’ Lifetime Value Using Association Rules Data Mining: A Case Study of Agriculture Bank of Iran JO - Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) JA - IJMS LA - en SN - AU - Rezaei, Mohammad AU - Sanayei, Ali AU - Amiri Aghdaie, Seyed Fathollah AU - Ansari, Azarnoush AD - PhD Candidate of Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran AD - Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran AD - Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran AD - Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Y1 - 2022 PY - 2022 VL - 15 IS - 1 SP - 49 EP - 68 KW - Omnichannel Marketing KW - Omnichannel Banking KW - CLV KW - Association Rule Data Mining KW - Big data DO - 10.22059/ijms.2021.314405.674317 N2 - Multi-channel marketing causes the customer to lack a unique identity in different channels. This issue overshadows the synergy of the channels in strengthening the positive attitude of the customers. However, an omnichannel marketing strategy can work properly. The main purpose of this study, which was conducted in Agriculture Bank of Iran, was to develop a comprehensive model for calculating customers’ lifetime values, analyzing customers’ behaviors in different channels by association rules data mining, and analyzing the relationship between omnichannel strategy and CLV. First, the association rules in the big data of customers’ banking transactions in different channels were identified using association rules data mining. Then, the CLV indicators were identified and prioritized using interviews, questionnaires, and AHP methods, and the lifetime values of omnichannel and other customers were calculated and compared using t-test. Then, omnichannel customers were categorized based on the association rules and the lifetime values of omnichannel customers of different categories was compared using ANOVA method. Eleven association rules regarding the use of banking channels by omnichannel customers were identified. The results show that there is a significant difference between the lifetime values of omnichannel customers and other customers and the lifetime values of omnichannel customers is 134% more. UR - https://ijms.ut.ac.ir/article_81031.html L1 - https://ijms.ut.ac.ir/article_81031_e979cf570517310ca076013959105370.pdf ER -