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تحلیل تغییرات ساختاری بخش‌های مشتریان با روش ترکیبی خوشه-بندی و قوانین انجمنی | ||
| مدیریت بازرگانی | ||
| مقاله 2، دوره 7، شماره 3، 1394، صفحه 515-542 اصل مقاله (471.57 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2015.56999 | ||
| نویسندگان | ||
| الهام آخوندزاده نوقابی1؛ امیر البدوی* 2؛ محمد مهدی سپهری3 | ||
| 1دانشجوی دکتری مهندسی صنایع، دانشگاه تربیت مدرس، تهران، ایران | ||
| 2استاد بخش مهندسی صنایع، دانشگاه تربیت‌مدرس، تهران، ایران | ||
| 3دانشیار بخش مهندسی صنایع، دانشگاه تربیت‌مدرس، تهران، ایران | ||
| چکیده | ||
| بخش‌بندی مشتریان یکی از مباحث اصلی و کلیدی در مطالعات مدیریت ارتباط با مشتری محسوب می‌شود. یکی از چالش‌های مهم در بخش‌بندی مشتریان، ناپایداری و تغییرات بخش‌های مشتریان در طول زمان است. تغییرات بخش‌ها را می‌توان در دو دستة تغییرات محتوایی و ساختاری دسته‌بندی کرد. این پژوهش بر تغییرات ساختاری بخش‌ها که اهمیت زیادی دارد، تمرکز کرده است. به‌منظور تحلیل تغییرات ساختاری بخش‌ها و توصیف چگونگی این تغییرات، روش ترکیبی جدیدی مبتنی‌بر روش‌های خوشه‌بندی و قوانین باهم‌آیی ارائه شده و در داده‌های یکی از سرویس‌دهنده‌های معتبر خدمات مخابراتی ایران به‌کار گرفته شده است. براساس نتایج، تغییرات ساختاری در قالب دو دسته تغییرات دوره‌ای و تغییرات دارای روند دسته‌بندی و بررسی شده است. نتایج بیانگر آن است که روند رو‌به‌رشدی در ایجاد بخش جدید در این شرکت شکل گرفته است. نتایج، مدیران بازاریابی را به سمت دانش مفیدی برای ارائة کاراتر تصمیم‌های بازاریابی هدایت می‌کند. | ||
| کلیدواژه‌ها | ||
| بخش‌بندی مشتری؛ تغییرات ساختاری بخش‌ها؛ خوشه‌بندی؛ داده‌کاوی؛ قوانین باهم‌آیی | ||
| عنوان مقاله [English] | ||
| An analysis of structural changes of customer segments by a hybrid method of clustering and association rule | ||
| نویسندگان [English] | ||
| Elham Akhondzadeh-Noughabi1؛ Amir Albadvi2؛ Mohammad Mehdi Sepehri3 | ||
| 1PhD Student of Industrial Engineering, Tarbiat Modares University, Tehran, Iran | ||
| 2Professor, Department of Industrial Engineering, Tarbiat Modares University, Tehran, Iran | ||
| 3Associate Professor, Department of Industrial Engineering, Tarbiat Modares University, Tehran, Iran | ||
| چکیده [English] | ||
| Customer segmentation is one of the main and key issues in customer relationship management studies. One of the main challenges of customer segmentation is segments’ instability and changes over time. Segments’ changes can be categorized into two main categories including structural and content changes. The focus of this paper is on the structural change which is very important. To analyze the structural changes, a hybrid method of clustering and association rule mining techniques is presented and implemented on the data of a main service provider in telecommunication industry in Iran. Based on the results, the structural changes are categorized into cyclic changes and changes with trend which are discussed. The results show that a growing trend has been formed implying creation of a new segment in this corporation. The results provide the marketing managers with useful knowledge to make more effective marketing decisions. | ||
| کلیدواژه‌ها [English] | ||
| association rule mining, Clustering, customer segmentation, Data Mining, Structural changes | ||
| مراجع | ||
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