SEGMENTASI PELANGGAN MENGGUNAKAN MODEL REGENCY, FREQUENCY, MONETAR Y (RFM) DAN CLUSTERING I-‘ADA HOTEL BATIQA PALEMBANG
Daftar Isi:
- The hotel is one of the companies required to establish relationships with customers by providing the best quality of services and facilities offered and also to be able to manage the needs and behavior information to ensure information and information of all available information by creating customer segmentation. Customer segmentation in CRM with RFM model (Recency, Frequency, Monetary) to identify customers that generate prp.fit for the company. The suitable method in the RFM model is the clustering of the K-means algorithm. The CRISP-DM method for developing Customer Relationship Management (CRM) is used to improve customer marketing. The application of RFM model and K-Means algorithm resulted in 12 customer segments. Generating one of twelve segments is a customer with the best customer category. The 10 segments of the 12 segments represent customers with new customer categories, while the other J segment is a customer with a category of customer spender. Once a customer segment is formed, hotel managers can generate new business strategies to improve relationships with customers.