سیستم خبره ارزشیابی وفاداری مشتریان در صنعت پخش و توزیع

صدوقی نیا, الهام; حسن زاده, علیرضا; الهی, شعبان; صحرایی, شقایق

doi:10.22054/ims.2019.10618

نویسندگان

¹ کارشناسی ارشد، مدیریت فناوری اطلاعات، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران

² عضو هیئت‌علمی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس ، تهران

³ عضو هیئت‌علمی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس ، تهران.(نویسنده مسئول): Elahishaaban@gmail.com

⁴ عضو هیئت‌علمی، گروه مدیریت فناوری اطلاعات، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران

https://doi.org/10.22054/ims.2019.10618

چکیده

در بازار پررقابت امروزی، بقای شرکت‌ها در گرو شناسایی و جذب مشتریان جدید و حفظ مشتریان موجود است. به دلیل هزینه‏های بالای جذب مشتریان جدید، دستیابی به مشتریان وفادار و حفظ آنان، از اهمیت بسیار بیشتری برخوردار است. هدف از این پژوهش، شناسایی عوامل وفاداری و طراحی سیستم خبره برای ارزشیابی وفاداری مشتریان، در صنعت پخش و توزیع است. بر اساس مبانی نظری، بعد رفتاری و بعد نگرشی، مبنای وفاداری در نظر گرفته شده‌اند و عوامل مرتبط با هریک از این ابعاد، شناسایی شد. عوامل بعد رفتاری؛ شامل تکرار خرید، تازگی خرید، حجم (میزان خرید)، تنوع خرید (سبد خرید) و میزان سوددهی و عوامل بعد نگرشی؛ شامل رضایت، اعتماد، محبوبیت و شهرت برند تجاری و ارزش ادراک‌شده توسط مشتری است. در این پژوهش، سیستم خبره فازی بر اساس عوامل شناسایی‌شده طراحی شده است و وفاداری مشتریان شرکت پخش مواد غذایی 9595، توسط این سیستم خبره مورد ارزیابی قرار گرفت. این سیستم، می‌تواند برای شناسایی نوع وفاداری مشتریان شرکت‌های پخش کمک کند.

کلیدواژه‌ها

عنوان مقاله [English]

An Expert System for Evaluating Customers’ Loyalty in Distribution Industry

نویسندگان [English]

Elham Sadoughinia ¹
Alireza Hasanzadeh ²
Shaban Elahi ³
Shaghayegh Sahraei ⁴

¹ MA, Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran

² Faculty Member, Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University. Tehran

³  Faculty Member, Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University. Tehran (Corresponding Author: Elahishaaban@gmail.com)

⁴  Faculty Member, Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University. Tehran

چکیده [English]

In new competitive market, the survival of companies depends on recognition and absorption of customers and because of high costs of acquiring new customers, retention of loyal customers is the most important goal of a company. This study is based on the identification of loyalty factors and designing an expert system for the evaluation of customers’ loyalty in the logistic industry. According to the literature, there are two groups of attitudinal and behavioral factors of customers’ loyalty. Attitudinal factors consist of frequency, recency and monetary of shopping, shopping cart, and profitability of shopping. Behavioral factors consist of satisfaction, trust, brand popularity and perceived customer value. Due to the capabilities of the expert systems in evaluation, this study is based on fuzzy inference system which called CLEXS which stands for Customer Loyalty EXpert System. In CLEXS the situation of customers’ loyalty can be detected in different areas and this system is a kind of data mining system in nature.

کلیدواژه‌ها [English]

: Loyalty
Expert Systems
Evaluation
Attitudinal Loyalty
Behavioral Loyalty

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