Enhancing customer repurchase prediction: Integrating classification algorithms with RFM analysis for precision and actionable insights

IF 1.7 Q3 MANAGEMENT

IIMB Management Review Pub Date : 2025-06-01 DOI:10.1016/j.iimb.2025.100574

Rakesh Verma , Devesh Rathor , Saurabh Kumar , Mayank Mishra , Mayank Baranwal

引用次数: 0

Abstract

Accurate prediction of customer repurchase behaviour is vital for businesses aiming to boost customer retention. This study introduces an advanced approach that merges classification algorithms with RFM analysis, a widely adopted framework in customer relationship management. The proposed models utilise RFM scores as input features to categorise customers into likely or unlikely repurchasers. The developed models demonstrate strong accuracy (74%) and performance on an online UK retail store dataset, showcasing their efficacy in identifying customers likely to make future purchases. Furthermore, a feature importance analysis identifies key RFM dimensions influencing repurchase behaviour, empowering businesses to tailor targeted marketing strategies.

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增强客户再购买预测：将分类算法与RFM分析集成在一起，以获得精度和可操作的见解

准确预测客户的再购买行为对于企业提高客户留存率至关重要。本研究引入一种先进的方法，将分类算法与RFM分析相结合，RFM分析是客户关系管理中广泛采用的框架。所提出的模型利用RFM分数作为输入特征，将客户分为可能的或不可能的再购买者。开发的模型在英国在线零售商店数据集上显示出很高的准确性（74%）和性能，展示了它们在识别未来可能购买的客户方面的功效。此外，特征重要性分析确定了影响再购买行为的关键RFM维度，使企业能够定制有针对性的营销策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

IIMB Management Review MANAGEMENT-

CiteScore

3.20

自引率

5.90%

发文量

审稿时长

68 days

期刊介绍： IIMB Management Review (IMR) is a quarterly journal brought out by the Indian Institute of Management Bangalore. Addressed to management practitioners, researchers and academics, IMR aims to engage rigorously with practices, concepts and ideas in the field of management, with an emphasis on providing managerial insights, in a reader friendly format. To this end IMR invites manuscripts that provide novel managerial insights in any of the core business functions. The manuscript should be rigorous, that is, the findings should be supported by either empirical data or a well-justified theoretical model, and well written. While these two requirements are necessary for acceptance, they do not guarantee acceptance. The sole criterion for publication is contribution to the extant management literature.Although all manuscripts are welcome, our special emphasis is on papers that focus on emerging economies throughout the world. Such papers may either improve our understanding of markets in such economies through novel analyses or build models by taking into account the special characteristics of such economies to provide guidance to managers.