Abstract
The purpose of this research is to propose a new procedure of clustering to establish new markets by customer values. The research method consists of the AHP procedure and RFM model for travel agencies or airlines industries. An empirical case of air economy class passengers' market in Taiwan is implemented in this research. The research proposed an equation for estimating customer values. Finally, the research found three air passengers' markets by customer values in Taiwan. The research suggests that the procedure and result of this research can be applied on dynamic CRM systems for travel agencies or airlines. However, the framework of this research can be applied on other businesses as well.
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