RFM Analysis to Segment Users of Circulation at Khunying Long Athakravisunthorn Learning Resource Center, Prince of Songkla University

Abstract

The purpose of this study aimed to do segmentation using RFM analysis based on user’s borrowed behavior of Khunying Long Athakravisunthorn Learning Resource Center. The RFM analyzed three main issues: period of not use borrowing services (Recency), usage frequency of borrowing services (Frequency), and amount of borrowing services (Monetary). This study analyzed the 43,077 borrowing transactions of 6,155 library users between 01/01/2019 and 31/12/2019 using RapidMiner. The results showed that 18 user groups could be categorized based on RFM approach. Almost every groups used the book borrowing service more than 40 percent and the second top borrowing information resource was earphone (more than 10%). In addition, the results will support the library’s budget allocation and help library CRM officers to design the appropriate activities for their customers in terms of borrowing services. For example, in the case of limited budget, library can allocate the book purchasing budget based on priority groups of RFM 133, 322, 222, 311, 122 and 233 respectively. These groups had the high and medium level in frequency and amount book borrowing services and had the large number of library users in each group.