Study of Bike Customers Value Analysis

摘要

This research aims to group bicycle customers' data through RFM (recently, frequency, monetary amount) model to find out characteristics of different customer clusters. Then this research designs the scales that conform to bicycle product and service quality (2009) to locate overall dimension of product and service quality. Additionally this research uses grouping result and questionnaire survey (2005) to conduct weighting analysis by different analytical items to realize the importance of each factor and make a ranking. Results indicate that Giant bicycle has won more recognition than Merida bicycle in the aspects of important customer and secondary customer.