Promoting fashion customer relationship management dimensions based on customer tendency to outfit matching: Mining customer orientation and buying behaviour

The purpose of this study is to mining dimensions of customer relationship management (CRM) based on consumer tendency to outfit matching. Consumers are clustered into groups based on descriptive variables, consumer desire to outfit matching and customer relationship dimensions. According to the results of this research, female customers with the age 30 or younger, who have a bachelor degree and are single, are inspired to outfit matching and prefer customer involvement dimensions. Also, long-term partnership is the most significant dimensions of CRM for consumers who do not engage in outfit matching. Then, association rules were applied for extracting customer buying behaviour that influence customer tendency to outfit matching. These results can be useful for the fashion industry to apply more effective CRM systems and customise them with customer's preferences and behaviour analysis. Compared with traditional techniques, the data mining methods have great potential for investigating customers' preferences. Copyright © 2021 Inderscience Enterprises Ltd.