Proposing a New Method for Customer Segmentation Based on Their Level of Loyalty and Defining Appropriate Strategies for Each Segment
محل انتشار: فصلنامه مدیریت فناوری اطلاعات، دوره: 8، شماره: 1
سال انتشار: 1395
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 180
فایل این مقاله در 22 صفحه با فرمت PDF قابل دریافت می باشد
- صدور گواهی نمایه سازی
- من نویسنده این مقاله هستم
این مقاله در بخشهای موضوعی زیر دسته بندی شده است:
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_JITM-8-1_005
تاریخ نمایه سازی: 26 بهمن 1400
چکیده مقاله:
The evaluation of customer loyalty have a significant impact on improving business processes. Ordinary methods of customer loyalty evaluation have been designed based on three components including; recency of transactions (R), the frequency of transactions (F) and the monetary value of transactions (M). In this study, it has been attempted to examine some affective factors, including the total number of purchased goods, returned goods, discounts and the average delay of distribution and their impact on increasing quality of assessment be measured. The main objective of the current study is to propose a new model for customer segmentation based on their level of loyalty and to define appropriate strategies for each segment. The data set for this study is obtained for the customers of a food wholesale. The obtained data have been analyzed using Clementine ۱۴.۲ software application using MLP and RBF neural networks as well as the K-means algorithm. The results of the study show that the proposed method provides the highest level of accuracy for predicting the customers’ loyalty. Based on this proposed method, the customers are divided into five clusters (Loyal, potential, new, lost and churn customers) from the point of view of loyalty, with the characteristics of each cluster expressed based on the status of seven factors. Based on these characteristics, appropriate approaches for managing the customers in each segment are proposed.
کلیدواژه ها:
نویسندگان
سمیرا خدابنده لو
MSc. of Information Technology Engineering; Department of Electronic and Computer Engineering; Graduate University of Advanced Technology; Kerman; Iran
علی اکبر نیک نفس
Assistant Prof.; Faculty of Computer Engineering Department; Shahid Bahonar University of Kerman; Kerman; Iran
مراجع و منابع این مقاله:
لیست زیر مراجع و منابع استفاده شده در این مقاله را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود مقاله لینک شده اند :