A study of RFM-Customer satisfaction model for online purchasers

The transaction data is underutilized after the e-commerce activity has successfully ended. This useful transactional data should be analyzed to discover some useful insights into the company to increase business performance. Therefore, the primary objective of this study is to develop an enhanced Recency, Frequency, Monetary (RFM) model for analyzing online purchasers using transactional data. The model has an additional variable which is customer satisfaction (CSAT). Based on the findings of this study, CSAT is found to have a relatively important influence on online purchasing patterns.