Hajipour, Bahman; Esfahani, Molud - In: Marketing Intelligence & Planning 37 (2019) 3, pp. 298-309
Purpose: The purpose of this paper is to evaluate the relationship between strategy and customer lifetime value (CLV). A new model was proposed for defining customers’ values based on the RFM model and segmenting bank customers using the K-means algorithm. In addition, the authors combined a...