Application of RFM Model in the Airport’ Services E-Commerce Context

Detalhes bibliográficos
Autor(a) principal: Martins, André de São Bento
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/160602
Resumo: Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
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spelling Application of RFM Model in the Airport’ Services E-Commerce ContextAirport IndustryCustomer SegmentationE-CommerceMarketing StrategiesRFM ModelSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoInternship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThis internship report explores the application of the RFM (Recency, Frequency and Monetary) model for customer segmentation in the airport context, focusing on E-Commerce Portuguese customers of ANA – Aeroportos de Portugal. In order to achieve this objective, four interviews were conducted with individuals from the company to gather relevant insights and other perspectives. Before applying the RFM model, comprehensive data preparation was carried out to ensure the accuracy and reliability of the results. By implementing and adjusting the RFM model to the airport context, five distinct segments were identified. The results provided insights into the five segments and enabled the development of targeted marketing actions based on the characteristics of each segment. These findings contribute to understand customer behavior and have practical implications for marketing strategies in the airport industry. The outcomes serve as a foundation for future studies, enhancing understanding of customer behavior and creating target experiences for different passenger segments.Naranjo-Zolotov, Mijail JuanovichRUNMartins, André de São Bento2023-10-242026-10-24T00:00:00Z2023-10-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/160602TID:203407148enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:43:20Zoai:run.unl.pt:10362/160602Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:58:07.627181Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Application of RFM Model in the Airport’ Services E-Commerce Context
title Application of RFM Model in the Airport’ Services E-Commerce Context
spellingShingle Application of RFM Model in the Airport’ Services E-Commerce Context
Martins, André de São Bento
Airport Industry
Customer Segmentation
E-Commerce
Marketing Strategies
RFM Model
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Application of RFM Model in the Airport’ Services E-Commerce Context
title_full Application of RFM Model in the Airport’ Services E-Commerce Context
title_fullStr Application of RFM Model in the Airport’ Services E-Commerce Context
title_full_unstemmed Application of RFM Model in the Airport’ Services E-Commerce Context
title_sort Application of RFM Model in the Airport’ Services E-Commerce Context
author Martins, André de São Bento
author_facet Martins, André de São Bento
author_role author
dc.contributor.none.fl_str_mv Naranjo-Zolotov, Mijail Juanovich
RUN
dc.contributor.author.fl_str_mv Martins, André de São Bento
dc.subject.por.fl_str_mv Airport Industry
Customer Segmentation
E-Commerce
Marketing Strategies
RFM Model
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Airport Industry
Customer Segmentation
E-Commerce
Marketing Strategies
RFM Model
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-10-24
2023-10-24T00:00:00Z
2026-10-24T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/160602
TID:203407148
url http://hdl.handle.net/10362/160602
identifier_str_mv TID:203407148
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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