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رویکردی نوین از کاربرد تکینک‌های داده‌کاوی در بررسی عوامل تأثیرگذار بر سطح رضایتمندی مشتریان | ||
| مدیریت بازرگانی | ||
| مقاله 13، دوره 7، شماره 1، 1394، صفحه 231-251 اصل مقاله (896.22 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2015.50740 | ||
| نویسندگان | ||
| محمد نصیری1؛ الهام آخوندزاده نوقابی* 2؛ بهروز مینایی بیدگلی3 | ||
| 1دانشجوی کارشناسی ارشد مهندسی صنایع، مؤسسة آموزش عالی غیر انتفاعی ایوانکی، گرمسار، ایران | ||
| 2مدرس گروه مهندسی صنایع، مؤسسة آموزش عالی غیر انتفاعی ایوانکی، گرمسار، ایران | ||
| 3استادیار دانشکده مهندسی کامپیوتر، دانشگاه علم و صنعت، تهران، ایران. | ||
| چکیده | ||
| یکی از مسائلی که در حوزة مدیریت ارتباط با مشتری اهمیت بسیار دارد، شناسایی عوامل تأثیرگذار بر سطح رضایت مشتریان است. برایناساس، در این پژوهش بر این موضوع تمرکز شده و سعی شده است تا رویکردی نوین از کاربرد تکنیک قوانین انجمنی در این حوزه ارائه شود. این تکنیک در قالب قوانین «اگر- آنگاه»، این امکان را فراهم میآورد که ارتباط بین مقادیر مختلف عوامل تأثیرگذار و شاخص CSI مشخص شود و همچنین تأثیرگذارترین فاکتور‌ها در رضایتمندی مشتریان شناسایی شوند. نتایج اجرای رویکرد پیشنهادی در شرکت بهمن دیزل، بیانگر آن است که شاخص میزان رضایت از خدمات سیار، بیشترین میزان تأثیرگذاری را دارد. همچنین فاکتورهای نحوة برخورد پرسنل نمایندگی و میزان رضایت از زمان صرفشده برای پذیرش نیز از اهمیت شایان توجهی برخوردارند. سایر سازمان‌ها نیز میتوانند از روش ارائهشده در کنار تحلیلهای آماری خود، برای شناسایی مهمترین فاکتورهای تأثیرگذار بر رضایت مشتریان و اتخاذ تصمیمهای اثربخشتر در زمینة راهبردهای ارتباطی با مشتریان بهره ببرند. | ||
| کلیدواژه‌ها | ||
| خدمات پس از فروش؛ شاخص رضایت مشتری؛ قوانین انجمنی؛ مدیریت روابط با مشتریان | ||
| عنوان مقاله [English] | ||
| A new approach on using data mining techniques in identifying effective factors on customers’ satisfaction | ||
| نویسندگان [English] | ||
| Mohammad Nasiri1؛ Elham Akhondzade Noghabi2؛ Behrouz Minaie Bidgoli3 | ||
| 1Msc. Student of Industrial Engineering, Eyvanakey Institute of Higher Education, Garmsar, Iran | ||
| 2Lecturer of Industrial engineering, Eyvanakey Institute of Higher Education, Garmsar, Iran | ||
| 3Assistant Professor of Computer Engineering of Iran University of Science and Technology, Tehran, Iran | ||
| چکیده [English] | ||
| One of the most important issues in the domain of customer relationship management is identifying the factors that affect customer‘s satisfaction. Accordingly, we focus on this subject and try to propose a new approach on using association rule technique in this domain. This technique provides us with identifying the relationship between different effective factors and the CSI index thorough if-then rules and also detecting the most effective factors which influence customer’s satisfaction. The results of implementing the proposed approach in “Bahman Diesel” company imply that customer’s satisfaction of mobile services is the most effective factor. The behavior of the company’s employees and the waiting time of reception have also considerable effect. Other organizations can also use the proposed technique combining their statistical analysis to indentify the most effective factors on customer’s satisfaction and to make more effective decisions in their CRM strategies. | ||
| کلیدواژه‌ها [English] | ||
| after sales service, Association Rules, customer satisfaction (CSI), Customer Relationship Management (CRM) | ||
| مراجع | ||
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