Customer Value in an All-Inclusive Travel Vacation Club: An Application of the RFM Framework

Abstract

ABSTRACT In this study, the RFM (Recency, Frequency, and Monetary) framework is applied as a method of distinguishing customer value based on pre-purchase motivations of membership initiation in an all-inclusive travel vacation club. Findings suggest that frequency is the strongest predictor of supply side customer value in travel vacation clubs, compared to recency and monetary value. Findings are useful for a variety of travel firms in the complex travel-package industry in the areas of customer segmentation, targeting, and marketing communications.