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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 | ||
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