On Modeling and Maximizing Online Customer Group Value

Abstract

This study aims to examine the online customer group value, it proposes a novel approach to maximize customer value. Based on the concept of online customer group value was defined, the life time value of online customer was systematic described and analyzed. Subsequently, an evaluation index system of online customer value is established in the online P2P lending context. Then an online customer evaluation model was built on the basis of the grey system theory. The model solved the problem with complex structure of factors. Customer group value is different from an independent customer value, and was usually defined as the profits created by a group of customers with the same or similar properties in the whole lifetime maintaining customer relationships with the online services provider. From the perspective of the life cycle, it is consisted by the current value and future value, and the composition of the future value is differentiated with a single customer since the number of customers in a group is dynamically increasing or decreasing. The evaluation model was applied to the analysis of online customer group value of a typical online P2P financial website.