Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/54588
Title: | Segmentasi Nasabah Tabungan Mikro Berdasarkan Recency, Frequency, Dan Monetary : Kasus Bank Bri |
Authors: | Aviliani Sumarwan, U. Sugema, I. Saefuddin, Asep |
Keywords: | Bank Rakyat Indonesia (BRI), Customer Relationship Management Recency Frequency Monetary Correspondence Analysis Micro Saving |
Issue Date: | 2011 |
Publisher: | Finance and Banking Journal |
Series/Report no.: | Vol. 13 No. 1 Juni 2011; |
Abstract: | This study aims to determine bank’s segmentation based on recency, frequency and monetary (RFM), to analyze the correspondence between customers’ segment and their demographic profile, and to determine marketing strategy based on customers’ segment and their demographic profile. There are five segments of the customers based on the RFM scores, and as a result the bank should treat them differently. The first segment, the highest RFM score, is the most valuable segment to the bank but it includes only 5 percent of the total customers and amongst the outliers in terms of demographic profiles. This segment should be retained as high value creating customers and thus value enhancement through cross-selling can be exercised. The second and third segments which cover the majority of Simpedes customers (53 percent) have a relatively modest RFM scores. Value creation on this segment can take a double-track strategy, both cross and up-selling. Moreover, across Java and Outer Java, these segments are associated to young adult ages or between 21 and 35 years old. Finally, the fourth and fifth segments are among the least in value creation and, therefore, the focus should be on up-selling via customer education. |
URI: | http://repository.ipb.ac.id/handle/123456789/54588 |
ISSN: | 1410-8623 |
Appears in Collections: | Faculty of Mathematics and Natural Sciences |
Files in This Item:
File | Size | Format | |
---|---|---|---|
5. Segmentasi Nasabah Tabungan Mikro Berdasarkan Recency, F.PDF | 836.44 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.