جستجوی مقالات مرتبط با کلیدواژه « مشتریان کلیدی » در نشریات گروه « مدیریت »

The purpose of this research is to investigate and study the factors influencing the identification and preservation of key customers based on the RFM model and model design for the provision of services. The statistical population of the study consists of two different groups. In the first group, for determining the weight of the indicators (R F M) 18 experts from the Mellat Bank of Mazandaran province were randomly selected and for the second group in order to cluster customers based on the RFM model and using bank document data, those who were using the POS machine in 1396 were examined. The data analysis method is a fuzzy hierarchical analysis technique, entropy technique, K- Means method and DBSCAN method. According to the results, the weight of each of the RAF indexes were rated using the process of hierarchical analysis and entropy analysis and finally the weight of the indices was estimated as a combination. The weight of the indexes was M = 0.5998, F = 0.2672 and R = 0.1330. In addition, customer data clustering was conducted using K-Means and DBSCAN methods. Finally, the results showed that the K-means method is a better way to customer clustering and service delivery.

By the emerge of competitive markets and continuous changes, organizations have found that they are not faced with growing economy and markets, so each customer has its own special value. Therefore, they are trying to maintain and increase customer loyalty to increase their competitive advantages. In this regard, the present study aims to identify and prioritize key customers from about 37,187 customers in Internet segment in Telecom Qom province. The process is performed after determining RFM (Regency, Frequency, and Monitory) and the weight of each of these parameters was defined based on analytic hierarchy process and clients were based on a two-step clustering. The results of the analysis of characteristics of customers in 4 major portion of the clusters shows that cluster number 2 with the least number of customers and the most life time value has been known as key customers, and then its prioritization has been conducted. In the end of the research, some suggestions were presented to improve the relationship between customers and the companies.

This article presents a comprehensive model for customer lifelong value. Customer relationship management (CRM) is an efficient methodfor acquiring, maintaining and enhancing customer satisfaction in our competitive industries. One of the most important methodsin managing our relationship with profitable customers is to calculate the customer lifelong value, which allows the organization to make its greatest effort to retain most profitable customers. Customer lifelong value is a value which is expected from a customer in a certain period of time. This value has a direct relationship with the overall benefit of these customers for the organization. In this paper, we present a model for calculating customer lifelong value, according to which we can divide customers into profitable and non-profitable customers. As we discuss, the most important elements in the presented segmentation are: rate of customer loss, legal reserves, profit margins, discount rates, and direct and indirect account costs. These factors, in our model,are presented asmathematical variables. In the end of this paper, we also try to show the necessity of the calculation of the customer lifelong value in relation with customer relationship management in banking, using the information obtained from boththe financial statements of Maskan Bank of Iran and the knowledge of the professional managers.

The purpose of this research is to evaluate the effective factors on Relational Marketing in Mature Relationships between Buyer-Seller. Transaction versus relationship has been considered as a very important topic for research. In this research, Marketing Strategies are evaluated from two perspectives. The first view is marketing mix management (transactional marketing). Transactional marketing is defined as a short term view, which focuses exclusively on current transactions. The second view is relational marketing which concentrates on the key accounts and emphasizes long term view. The current research an applied one which utilizes a descriptive method. We employed a census method for selecting the statistical society (sellers and key accounts). SPSS Software was used for testing hypothesis through Regression analysis for surveying effect of independent variable on dependent variable. Results indicate that the three factors- Seller's relational assets, Dissatisfaction, social/ Personal bonds- have significant effects on seller – buyer's relational orientation. Similarly, to buyers, the above factors- buyer's relational assets, lack of innovation- posed significant effects on seller – buyer's relational orientation.

The purpose of this research is the evaluation of the effective factors on Relational Marketing in Mature Buyer - Seller Relationships. In this research, Marketing Strategies are evaluated from two different points of view. The first view is marketing mix management (transactional marketing).Transactional marketing is defined as a short term view, which focuses just on current transactions.The second view is relational marketing which concentrates on key accounts and emphasizes on long term view.The current research base on purpose is applicable and base on method is descriptive in the kind of survey research. It has used census for selecting statistical society (sellers and key accounts) and SPSS for testing hypothesis through Regression analysis to survey the effect of the independent variable on the dependent variable.Results gained from the view of sellers show that the three factors- Seller's relational assets,Dissatisfaction, social / Personal bonds- have effect on seller – buyer's relational orientation. In the view of buyers, buyer's relational assets, and lack of innovation also affect the seller – buyersrelational orientation besides the above factors.

This paper investigates the role of factors affecting the quality of the service provided by state banks in Karaj in their key customers’ satisfaction. The conceptual framework of this research shows the effect of factors such as empathy, assurance, responsiveness, reliability and physical realities on customer satisfaction. Using a descriptive method, this idea has investigated through using a questionnaire on a sample consisting of 390 customers who has opened their account less than a year ago and whose minimum bank account is not less than one percent of that branch’s total current and saving accounts.The results of the inferential analysis of the data using a Pearson correlation coefficient shows that it can be said with 99%confidence that as each of the investigated criteria increases, key customer satisfaction also increases. The study also shows that the lowest to the highest correlation coefficient is due to the following factors, respectively: empathy, physical realities, responsiveness, reliability and assurance. It is concluded that the key customer’s satisfaction can be increased by emphasizing each of the factors that have a high correlation coefficient with customer satisfaction.