A PREDICTIVE CRM ANALYTICS FRAMEWORK FOR MERCHANT RETENTION: APPLYING RFM SEGMENTATION, CUSTOMER PROFILING, AND BEHAVIORAL ANALYTICS IN THE B2B PAYMENT GATEWAY COMPANY DOKU
This study investigates the application of predictive CRM analytics to enhance merchant retention within DOKU, a leading Indonesian B2B payment gateway provider. The primary research objective is to develop a comprehensive understanding of merchant behavior and to create a framework for improving...
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| Main Author: | |
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/83209 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
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