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)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 کارشناس ارشد MBA، مهندسی صنایع و مدیریت، دانشگاه شاهرود، شاهرود، ایران

2 استادیار 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

موضوعات


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 Mohammadi 1
  • Reza Sheikh 2
1 Master in MBA, Industrial Engineering and Management, Iran
2 Assistant 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
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