Citation

Ong, Christine Zi Qing and Lew, Sook Ling (2024) A study of RFM-Customer satisfaction model for online purchasers. In: 3rd International Conference on Computer, Information Technology, and Intelligent Computing (CITIC2023), 26–28 July 2023, Virtual Conference.

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Abstract

The transaction data is underutilized after the e-commerce activity has successfully ended. This useful transactional data should be analyzed to discover some useful insights into the company to increase business performance. Therefore, the primary objective of this study is to develop an enhanced Recency, Frequency, Monetary (RFM) model for analyzing online purchasers using transactional data. The model has an additional variable which is customer satisfaction (CSAT). Based on the findings of this study, CSAT is found to have a relatively important influence on online purchasing patterns.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	E-commerce
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions:	Faculty of Information Science and Technology (FIST)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	31 Jul 2024 03:35
Last Modified:	31 Jul 2024 03:35
URII:	http://shdl.mmu.edu.my/id/eprint/12671

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