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طبقه بندی مشتریان و اولویت دهی آنها در کانون تصمیم گیری با رویکرد نظریۀ مجموعۀ راف و نظریۀ اعداد D (مطالعه موردی: تلفن همراه سونی اریکسون) | ||
مدیریت بازرگانی | ||
مقاله 10، دوره 7، شماره 1، 1394، صفحه 163-185 اصل مقاله (1.2 M) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.53857 | ||
نویسندگان | ||
عفت محمدی1؛ رضا شیخ* 2 | ||
1کارشناس ارشد MBA، مهندسی صنایع و مدیریت، دانشگاه شاهرود، شاهرود، ایران | ||
2استادیار گروه مدیریت، دانشکدة مهندسی صنایع و مدیریت، دانشگاه شاهرود، شاهرود، ایران | ||
چکیده | ||
محدودیت منابع سازمان در برآوردهکردن نیاز تمامی مشتریان از یکسو و ناتوانی سازمانها در کشف اطلاعات باارزش و پنهان در دادهها از سوی دیگر سبب شده است که بسیاری از مدیران نتوانند این دادهها را به دانشی باارزش و مفید در تصمیمگیری تبدیل کنند. از اینرو بهکارگیری تکنیکی برای شناخت جزئیتر مشتریان در طبقهبندی آنها و کشف اطلاعات باارزش ناشی از خرد جمعی، بسیار حیاتی است. هدف این پژوهش، انتخاب مشتریان هدف، از بین گروههای مختلف مشتریان براساس نظر کارشناسان سازمان است. در راستای تحقق هدف پژوهش، ابتدا با استفاده از نظریۀ مجموعۀ راف، الگوهای رفتاری مشتریان شناسایی و براساس آن، مشتریان به گروههایی با ویژگیهای مشابه طبقهبندی میشوند. سپس با ایجاد توافق جمعی در نظرهای کارشناسان سازمان از طریق روش تصمیمگیری گروهی اعداد D، مشتریان هدف، بهترتیب اولویت مشخص میشوند. این پژوهش از نظر هدف، کاربردی و از نظر روششناسی، پیمایشی است که درمورد 250 نمونه از کاربران تلفن همراه سونیاریکسون اجرا شده است. نتایج پژوهش نشان میدهد با توجه به طبقهبندی مشتریان براساس اولویت، مشتریان گروه سوم از اهمیت بیشتری برخوردارند. | ||
کلیدواژهها | ||
شاخص مروجان خالص؛ نظریۀ اعداد D؛ نظریۀ مجموعۀ راف | ||
عنوان مقاله [English] | ||
Regulation and prediction of customers’ behavior according to Rough Set Theory and Selectability/Rejectability Measures (Case study: Sony Ericsson Mobile Phone) | ||
نویسندگان [English] | ||
Effat Mohammadi1؛ Reza Sheikh2 | ||
1Master in MBA, Industrial Engineering and Management, Iran | ||
2Assistant Prof., Department of Industrial Engineering and Management, University of Shahrood, Shahrood, Iran | ||
چکیده [English] | ||
Regarding the highly intensive competition in the market, nowadays using customer-oriented strategies is necessary for retention and attraction of the costumers. Nevertheless, using those kinds of strategies depends on understanding customer behavior patterns and classification of customers in accordance with those patterns. The current study aims to determine the strategies for dealing with new customers according to the natural rules dominating customers’ behavior. In order to achieve this goal (understanding customers’ behavior pattern), quickly classify the customers, and take the appropriate strategy, first the pattern ruling the behavior pattern of Sony Ericson cell phone users was suggested using NPS and RST questionnaires, and then their behaviors were predicted using Selectability/Rejectability Measures assigning them to defined classes according to RST. This study is of a practical kind regarding the purpose and is a survey from a methodology point of view. The results show that Reliability dimension is important and strategies toward new customers can be taken using current customers’ behavior. | ||
کلیدواژهها [English] | ||
net promoter score, Rough Set Theory, selectability/rejectability measures | ||
مراجع | ||
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