基于RFM模型个人客户忠诚度研究_王文贤.pdfVIP

金 论坛 融 2012 年第3 期（总第195 期） 基于RFM 模型的个人客户忠诚度研究 王文贤 金 阳 陈道斌 ［摘 要］本文在总结个人客户忠诚研究理论的基础上，提出了基于RFM 模型的多层级个人客户 忠诚度衡量指标及评估模型。作者利用商业银行数据仓库积累的数据，对个人客户忠诚度进行了实证 研究，分析和评价了个人客户的总体忠诚度，以及活期存款、信用卡、定期存款、理财类和贷款的分产 品忠诚度；结合客户的收入贡献，将个人客户划分为“挚友、藤壶、蝴蝶、陌生人”四类客户群体，并建议 在实际业务应用中，对“挚友”客户重点维系；对“藤壶”客户重点营销，提升其价值；对“蝴蝶”客户进行 维护时侧重挽留；而对“陌生人”客户要及时辨识，努力唤醒，降低维系成本。 ［关键词］商业银行；客户忠诚度； ；数据仓库 RFM ［文章编号］ （ ） ［中图分类号］ ［文献标志码］ 1009 - 9190 2012 03 - 0075 - 06 F82 A A Study of Personal Customer Loyalty Based on RFM Model WANG Wen-xian JIN Yang CHEN Dao-bin ［ ］ Abstract Based on the summary of personal loyalty theory, this paper proposes indicators to measure personal customer loyal－ ’ ty and an evaluation model. With the huge amounts of data accumulated by the commercial bank s data base, the author empiri－ cally researches the personal customer loyalty, analyses and evaluates the overall personal customer loyalty and the loyalty to－ wards different products, such as current deposit, credit card, term deposit, wealth management products and loans. According to the revenue contribution of customers, the author divides the personal customers into four groups (friend, barnacle, butterfly, and “ ” stranger), and suggests that, in the actual business, it should be the key to maintain the customer friend , market the customer “ ” “ ” barnacle and increase its value, retain the customer butterfly when it is served, and timely id