... profitability of the customer’s next purchase from the firm as follows [1] : Qin Zhang can be contacted at: zhangqc@plu.edu 27 03 2017 15 08 2017 14 11 2017 26 11 2017 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only CRM...

... and for each customer profile, unique CRM and marketing strategies are recommended. Findings The results show that there are five different customer groups and based on LRFMP characteristics, they are profiled as: “high-contribution loyal customers,” “low-contribution loyal customers,” “uncertain customers...