Customers' Segmentation based on Influential Factors on their Purchase Intention

Taghva, Mohammad Reza; Mehrabioun Mohammadi, Mohammad; Zare Ravasan, Ahad; Arzi Soltan, Amir

doi:10.22054/ims.2017.8623

Authors

¹ Associate Professor, Department of Industrial Management, Allameh Tabataba’i University, Tehran.(Corresponding Author: Email: taghva@yahoo.com)

² Ph.D. Student, Information Technology Management, Department of Industrial Management, Allameh Tabataba’i University, Tehran.

³ Assistant Professor, Department of Information Technology, MehrAlborz Institute of Higher Education, Tehran.

⁴ Ph.D. Student, Information Technology Management ,Department of Industrial Management, Allameh Tabataba’i University, Tehran.

https://doi.org/10.22054/ims.2017.8623

Abstract

This research aims at associating two groups of demographic and transaction related factors and furthermore, proposes customer churn factor as another influential factor in customer value analysis. To this end, at first, customers' transaction data in a real local ISP in a four year period are utilized for segmentation purpose using k-means method. Regarding service nature of the case, customers' behavior has been considered in terms of customer satisfaction factors. The results of Exploratory Factor Analysis (EFA) indicate that three factors of service quality, expectation confirmation and post-purchasing satisfaction are influential factors. Then, association rules using GRI algorithm are exploited in order to investigate among customers' behaviors and propose appropriate strategies and action plans for each customer segment. Finally, segmentation results are associated with physiographic variables and existence of a significant difference among identified segments is more investigated using one way ANOVA test. The results clarified that expectation confirmation and post- purchasing satisfaction as hygienic factors and service quality as an incentive factor influence customer loyalty.

Keywords

References

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Business Intelligence Management Studies

Customers' Segmentation based on Influential Factors on their Purchase Intention

References

References

Volume 5, Issue 20
June 2017
Pages 157-182

Customers' Segmentation based on Influential Factors on their Purchase Intention

References

References

Volume 5, Issue 20June 2017Pages 157-182

Volume 5, Issue 20
June 2017
Pages 157-182