6+

Analysis discount cards as a basis for the description of the client base of pharmacy

Send me via email

Authors


graduate student
Russia, Siberian State Medical University Ministry of Health of Russia, TSU NO
[email protected]


Doctor of Technical Sciences, Professor
Russia, Siberian State Medical University Ministry of Health of Russia, TSU NO

Abstract

Purpose - analysis of loyalty cards to identify the customer base structure. Application of SOM method allowed based on RFM predictors to identify three groups of customers with discount cards and identify their main characteristics. It has been shown that they are characterized by stable predictors of RFM. The analysis suggests that the presence of the discount card is the basis for the formation of long-term relationship "customer - Pharmacy", which manifests itself in the commission of permanent purchases consideration pharmacy organization.

Keywords

discount card, pharmacy operations, customer base, SOM method, RFM-analysis, segmentation of customers, demand

Print Friendly, PDF & Email

Categories of article:

Read also

Suggested citation

Kaverina Irina Sergeevna , Fokin Vasiliy Aleksandrovich
Analysis discount cards as a basis for the description of the client base of pharmacy// Modern Management Technology. ISSN 2226-9339. – #9 (69). Art. # 6903. Date issued: . Available at: https://sovman.ru/en/article/6903/

Full article text is available only in Russian.
Please select from the menu Russian language and continue reading.


References

  1. Kohonen T., Self-Organizing Maps (Third Extended Edition), New York, 2001, 501 PP.
  2. Lorenz K. RFM Segmentation and Analysis URL: http://blog.bronto.com.
  3. Reichheld F. The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Aress, 1996.
  4. Kaverina I.S. Analysis of the customer base pharmacy by Kohonen self-organizing maps [Analiz klientskoj bazy apteki metodom samoorganizujushhihsja kart Kohonena]. Information technologies in science, administration, social services and medicine. Proceedings of the II International Conference Information Technologies in science, administration, social services and medicine. Part II ed. Berestnevoy O.G., Gerget O.M.; National Research Tomsk Polytechnic University. Tomsk. Publishing house of Tomsk Polytechnic University, 2015, P. 191 – 193.
  5. Kaverina I.S. Analysis of the existing customer base management techniques to improve the competitiveness of pharmacy organization [Analiz sushhestvujushhih metodov upravlenija klientskoj bazoj dlja povyshenija konkurentosposobnosti aptechnoj organizacii]. Bulletin of the Siberian Medicine 2014, Volume 13, №4, P. 172 – 180