شناسایی و اولویت‏‏بندی مشتریان کلیدی بر مبنای ارزش دورۀ عمر آنها با استفاده از مدل آر. اف. ام. (مطالعۀ موردی: شرکت مخابرات استان قم)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکدۀ اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران

2 کارشناس ارشد مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه سمنان، سمنان، ایران

چکیده

با رقابتی‌شدن بازارها و تغییرات پیوستۀ آن، سازمان‏ها دریافته‏اند که مانند گذشته با نظام اقتصادی رو به گسترش و بازارهای در حال رشد روبه‌رو نیستند؛ بنابراین هر مشتری ارزش ویژۀ خود را دارد؛ پس می‏کوشند با حفظ و افزایش وفاداری مشتریان، مزیت‏های رقابتی خود را افزایش دهند. در این راستا، پژوهش حاضر با هدف شناسایی و اولویت‏بندی مشتریان‏ کلیدی از بین 37187 مشتری بخش اینترنت شرکت مخابرات استان قم، اجرا شده ‏است. بر‌اساس این فرایند، پس از تعیین مقادیر آر. ‌اف. ‌ام. (تازگی مبادله، تعداد دفعات مبادله و ارزش پولی مبادله) و وزن هر یک از این شاخص‏ها بر‌اساس فرایند تحلیل سلسله‌مراتبی، مشتریان به‌روش دومرحله‏ای خوشه‏بندی شدند. نتایج به‌دست‌آمده زمینه را برای تحلیل ویژگی‏های مشتریان شرکت در چهار بخش اصلی بدین‏گونه فراهم کرد که خوشۀ 2 با کمترین تعداد مشتری و بیشترین ارزش دورۀ ‏عمر به‌‏عنوان مشتریان کلیدی شناسایی شد‌، سپس آنها اولویت‎بندی شدند. در پایان نیز پیشنهادهایی برای بهبود روابط بین مشتریان مد نظر و شرکت مخابرات ارائه شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identifying & Segmenting Key Customers for Prioritizing them Based on Lifetime Value using RFM Model (Case study: Internet customer of Qom Telecommunications Company)

نویسندگان [English]

  • Morteza Maleki Minbashrazgah 1
  • Azim Zarei 1
  • Zahedeh Hajiloo 2
1 Faculty Member of Semnan University
2 Master of Management Sciences, Semnan University
چکیده [English]

By the emerge of competitive markets and continuous changes, organizations have found that they are not faced with growing economy and markets, so each customer has its own special value. Therefore, they are trying to maintain and increase customer loyalty to increase their competitive advantages. In this regard, the present study aims to identify and prioritize key customers from about 37,187 customers in Internet segment in Telecom Qom province. The process is performed after determining RFM (Regency, Frequency, and Monitory) and the weight of each of these parameters was defined based on analytic hierarchy process and clients were based on a two-step clustering. The results of the analysis of characteristics of customers in 4 major portion of the clusters shows that cluster number 2 with the least number of customers and the most life time value has been known as key customers, and then its prioritization has been conducted. In the end of the research, some suggestions were presented to improve the relationship between customers and the companies.

کلیدواژه‌ها [English]

  • customer lifetime value
  • Customer relationship management
  • customer segmentation
  • Key Customers
  • RFM Model
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