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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 | ||
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