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Nowadays, marketing managers are more concerned with identifying and understanding customer behavior in the online space. Since the customers in online space are not visible, it is much essential to have more information about them to provide better services. Customer segmentation is one way to improve the customer problems in an online space. Identifying characteristics of customers and optimal resource allocation to them according to their value to the company is one of the major concerns indoaj:d1f2724e3a35454cb2601d41d3125893 fatcat:rvx5eldvfjbkfocs6u6rvexhdm