Improving the Omnichannel Customers’ Lifetime Value Using Association Rules Data Mining: A Case Study of Agriculture Bank of Iran

Document Type : Research Paper

Authors

1 PhD Candidate of Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

2 Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

3 Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

4 Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

Abstract

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.

Keywords

Main Subjects


Article Title [فارسی]

مطالعه ارتقای ارزش طول عمر مشتریان همه‌کاناله با استفاده از داده کاوی قواعد انجمنی (مطالعه موردی: بانک کشاورزی)

Authors [فارسی]

  • محمد رضائی 1
  • علی صنایعی 2
  • سیدفتح‌الله امیری عقدایی 3
  • آذرنوش انصاری 4
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
2 استاد، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
3 دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
4 استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
Abstract [فارسی]

بازاریابی چندکاناله بانکی، موجب می‌شود مشتری در کانال‌های مختلف از شخصیت واحدی برخوردار نباشد و این موضوع هم‌افزایی کانال‌ها در تقویت نگرش مثبت مشتریان را تحت‌الشعاع قرار می‌دهد. در این بین، استراتژی بازاریابی همه‌کاناله می‌تواند کارساز باشد. هدف اصلی پژوهش حاضر شناسایی قواعد انجمنی موجود در رفتار خرید مشتریان همه‌کاناله و سنجش اثر قواعد انجمنی بر ارزش عمر مشتریان است. در این پژوهش، از روشهای کمی و کیفی استفاده شد. ابتدا قواعد انجمنی موجود در کلان‌داده تراکنش‌های مشتریان در کانال‌های مختلف بانکی، با استفاده از روش کمی داده‌کاوی قواعد انجمنی شناسایی شد؛ سپس شاخص‌های ارزش عمر مشتریان با استفاده از روش‌های مصاحبه، پرسشنامه و روش AHP شناسایی و اولویت‌بندی و ارزش عمر مشتریان همه‌کاناله و سایر مشتریان محاسبه و با استفاده از آزمون T مقایسه شد. در ادامه مشتریان همه‌کاناله، بر اساس قواعد انجمنی طبقه‌بندی و ارزش عمر مشتریان همه‌کاناله طبقات مختلف با استفاده از روش آنوا مقایسه شد. بر اساس نتایج داده‌کاوی، 11 قاعده انجمنی در خصوص استفاده مشتریان همه‌کاناله از کانال‌های بانکی شناسایی شد. نتایج نشان می‌دهد بین ارزش عمر مشتریان همه‌کاناله و سایر مشتریان تفاوت معناداری وجود دارد و ارزش عمر مشتریان همه‌کاناله 134 درصد بیشتر است.

Keywords [فارسی]

  • بازاریابی همهکاناله
  • بانکداری همه‌کاناله
  • ارزش عمر مشتریان
  • داده‌کاوی قواعد انجمنی
  • کلان‌داده
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