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Proposing a New Method for Customer Segmentation Based on Their Level of Loyalty and Defining Appropriate Strategies for Each Segment | ||
| Journal of Information Technology Management | ||
| مقاله 5، دوره 8، شماره 1، تیر 2016، صفحه 101-122 اصل مقاله (457.21 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/jitm.2016.55823 | ||
| نویسندگان | ||
| Samira KHodabandehlou* 1؛ Ali Akbar Niknafs2 | ||
| 1MSc. of Information Technology Engineering; Department of Electronic and Computer Engineering; Graduate University of Advanced Technology; Kerman; Iran | ||
| 2Assistant Prof.; Faculty of Computer Engineering Department; Shahid Bahonar University of Kerman; Kerman; Iran | ||
| چکیده | ||
| 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 14.2 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. | ||
| کلیدواژه‌ها | ||
| customer segmentation؛ Data Mining؛ evaluation of customer loyalty؛ food wholesale | ||
| عنوان مقاله [English] | ||
| ارائۀ روشی جدید برای بخش‌بندی مشتریان بر اساس میزان وفاداری آنها و تعریف راهبردهایی مناسب برای هر بخش | ||
| نویسندگان [English] | ||
| سمیرا خدابنده لو1؛ علی اکبر نیک نفس2 | ||
| 1کارشناسارشد مهندسی فناوری اطلاعات، دانشگاه تحصیلات تکمیلی صنعتی و فناوری پیشرفتۀ کرمان، کرمان، ایران | ||
| 2استادیار بخش مهندسی کامپیوتر، دانشگاه شهید باهنر کرمان، کرمان، ایران | ||
| چکیده [English] | ||
| ارزیابی وفاداری مشتریان میتواند درراستای بهبود فرایندهای کسبوکار تأثیر مهمی داشته باشد. روشهای معمول ارزیابی وفاداری مشتریان، صرفاً با تکیه بر سه مؤلفۀ تازگی (R)، تعداد دفعات (F) و ارزش پولی (M) طراحی شدهاند. در این پژوهش چند عامل مؤثر دیگر شامل تعداد کالاهای خریداری‌شده، تعداد کالاهای برگشتی، مبلغ تخفیف و تأخیر در توزیع به تحلیل اضافه شدند و تأثیر هر یک بر بالارفتن کیفیت ارزیابی سنجیده شد. هدف پژوهش ارائۀ مدلی جدید برای بخش‌بندی مشتریان براساس میزان وفاداری آنها و تعیین راهبردهایی مناسب برای هر بخش است. مجموعۀ دادۀ این پژوهش به یکی از عمدهفروشیهای مواد غذایی اختصاص دارد. دادهها در نرمافزار Clementine و با استفاده از شبکههای عصبی MLP، RBF و الگوریتم K-means تحلیل شدند. نتایج پژوهش نشان میدهد روش پیشنهادی بالاترین سطح دقت را در پیشبینی میزان وفاداری مشتریان دارد. براساس روش پیشنهادی، مشتریان از نظر وفاداری به پنج خوشه (مشتریان وفادار؛ بالقوه؛ جدید؛ ازدسترفته و مشتریان روی‌گردان) تقسیم شدند که ویژگیهای هر خوشه براساس وضعیت هفت عامل بیان شد و براساس این ویژگیها راهبردهای مناسبی برای مدیریت مشتریان هر بخش ارائه شد. | ||
| کلیدواژه‌ها [English] | ||
| ارزیابی وفاداری مشتریان, بخش‌بندی مشتریان, دادهکاوی, عمده‌فروشی مواد غذایی | ||
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