چکیده:
In Customer Relationship Management systems, the importance and performance of service features are very important. Importance-performance analysis is an effective tool for prioritizing service features based on customer needs and expectations, as well as identifying the strengths and weaknesses of the organization in the market. In this research, with the aim of increasing the validity and applicability of the results obtained from importance-performance analysis, customers are first segmented based on demographic characteristics and their perception of the performance of service features. Then, for each segment, a separate importance-performance matrix is presented. Self-Organizing Maps are used for customer segmentation, and a multi-layer feedforward neural network is used to calculate the importance of features in each segment. The findings of the research show that mobile phone subscribers in Yazd province can be categorized into three segments. The importance-performance matrix of service features specific to each of these segments has also been identified, and based on the results, suggestions have been made to mobile service providers.
خلاصه ماشینی:
Analysis of the Importance-Performance of Service Features Based on Customer Segmentation with a Data Mining Approach (A Research in the Mobile Phone Services Market in Yazd Province) Seyed Yaqub Hosseini 1, Manijeh Bahrainizadeh 2, Alireza Ziaei Bidah 3 In Customer Relationship Management systems, the importance and performance of service features are very important.
In this research, with the aim of increasing the validity and applicability of the results obtained from the Importance-Performance analysis, customers are first segmented based on demographic characteristics and their perception of the performance of service features.
Importance-Performance Analysis, Data Mining, Artificial Neural Networks, Self-Organizing Maps, Customer Segmentation, Mobile Phone Services 1.
In this research, by reviewing previous studies, the dimensions of service quality specific to the mobile phone services industry will be identified so that practical and effective suggestions can be provided to managers through the analysis of the Importance-Performance of these dimensions.
Dimensions of Service Quality of Mobile Phone Operators and Related Research (Refer to the page image) Importance-Performance Analysis Importance-Performance analysis is an effective tool for evaluating the competitive position of an organization, identifying opportunities for improvement, and also designing marketing strategies and providing targeted services.
Importance-Performance Analysis: Since most customers in this segment are subscribers of the Hamrahe Aval operator, the managers of this organization can use the proposals and strategies for providing services specific to this segment to target and increase the loyalty of this group of customers.
(
, 
, 
)
