Heikal, Jerry and Rialialie, Vitto and Rivelino, Deva and Supriyono, Ign Agus (2022) Hybrid Model Of Structural Equation Modeling Pls And Rfm (Recency, Frequency And Monetary) Model To Improve Bank Average Balance. APTISI Transactions on Technopreneurship (ATT), 4 (1). pp. 1-8. ISSN 2656-8888

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Abstract

As a business players, entrepreneurs certainly need bank products and supports that provide fast and easy services with wide-spread network in Indonesia. In this study, Structural Equation Model (SEM) identify the transaction that influence the average balance. The objects of the RFM segmentation on the selected transaction is to understand customer segment score and build a marketing strategy for each segment with different levels of loyalty for the Financial result of higher Average Balance.

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