Integration model of fuzzy c means clustering algorithm and topsis method for customer lifetime value assessment

• Main Authors: Azadnia, Amir Hossein, Mat Saman, Muhamad Zameri, Kuan, Yew Wong, Hemdi, Abdul Rahman
• Format: Article
• Published: Institute of Electrical and Electronics Engineers 2011
• Subjects: QA Mathematics
• Online Access: http://eprints.utm.my/id/eprint/44997/
• Institution: Universiti Teknologi Malaysia

Nowadays, companies should establish a long-term relationship with their customers throughout customer relationship management (CRM). In order to be a winner in the market competition, marketing managers want to maximize customer lifetime value (CLV) and customer equity. So, creating a customer valu...