The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Revealing and Ranking Customer Groups From the Perspective of Their Experiences
Abstract
Customer segmentation is a process of dividing customers into groups based on particular criteria, often common characteristics, in order to efficiently develop and manage marketing activities. The availability of data in different types and structures generated in digital environments leads to the handling of this process within the scope of data mining. In addition, observing many different dimensions and qualifications in the segmentation process provides the possibility of sorting among the customer groups, and thus, this process leads to both clustering and multi-criteria decision-making problems. Recent applications in this context analyze customers' profiles and buying behaviors to obtain customer groups and develop scorecards for further use. However, there exist additional data sources reflecting customer experiences about services or products. In this context, this study presents a stepwise and holistic decision framework that includes customer segmentation and ranking of these segments through different dimensions that reflect customer experiences.
Related Content
|
Ashish Prithviraj Ramlakan, Ruchi Gupta, Sardar M. N. Islam, Yuan Miao.
© 2024.
43 pages.
|
|
Gideon Awini, Alhassan Abdul-Rasheed Alolo Akeji, Mohammed Majeed, Kobby Mensah.
© 2024.
23 pages.
|
|
Amin Ayarnah, Kobby Mensah, Raphael Odoom, Noel Nutsugah.
© 2024.
22 pages.
|
|
Gideon Awini.
© 2024.
16 pages.
|
|
Fatawu Alhassan, Stanley Cowther, Sussana Antwi-Boasiako, Alamu Elizabeth Kehinde, Amodaah Deborah Apusiyine.
© 2024.
12 pages.
|
|
Chabi Gupta.
© 2024.
13 pages.
|
|
S. Baranidharan.
© 2024.
33 pages.
|
|
|