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All Journal Journal of Information System Exploration and Research
Rajagukguk, Ricky
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Computer Science & IT Decision Sciences, Operations Research & Management Engineering

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An Implementation of Loyalty Program Theory Based on Recency Frequency Monetary Score in Information Systems to Increase Customer Loyalty Rajagukguk, Ricky
Journal of Information System Exploration and Research Vol. 3 No. 1 (2025): January 2025
Publisher : shmpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52465/joiser.v3i1.538

Abstract

This study aims to help online retail stores find the right strategy for treating customers through customer segmentation based on Recency, Frequency, and Monetary (RFM) Score. With a quantitative approach, this study uses the K-Means Clustering algorithm to group customers based on their RFM values ​​and applies it within the Loyalty Program Theory framework. The results show that the Best Customers segment has the highest percentage at 26.3%, which emphasizes the importance of retaining high-value customers through exclusive loyalty programs such as VIP access and premium offers. In contrast, the Lost Customers segment at 24.8% requires attention through retargeting and discount programs to attract them back. This study proves that data-based customer segmentation and the implementation of relevant strategies can strengthen long-term relationships with customers, increase loyalty, and ultimately help the development of online retail businesses.
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