RFM Model and K-Means Clustering Analysis of Transit Traveller Profiles: A Case Study

Table 15

Seasonal profiles of transit travellers in 2018 and 2019.

Cluster (K)	RFM scores	2018				2019
		Q1	Q2	Q3	Q4	Q1	Q2
(1) Potential		24.50	23.59	23.59	25.28	24.77	23.43
(2) Vulnerable		65.14	61.82	60.84	59.24	60.23	60.67
(3) Loyal		10.36	14.59	15.58	15.47	15.00	15.90

Note. The seasonal profiles are shown as a percentage.