Customer segmentation issues and strategies for an automobile dealership with two clustering techniques

NCU Institutional Repository > 管理學院 > 資訊管理學系 > 期刊論文 > Item 987654321/106546

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題名:	Customer segmentation issues and strategies for an automobile dealership with two clustering techniques
作者:	蔡志豐;Tsai, Chih-Fong;Hu, Ya-Han;Lu, Yu-Hsin
貢獻者:	管理學院資訊管理學系
關鍵詞:	Analysis;automobile dealer;Automobile dealers;Clustering;Customer relationship management;Customer satisfaction;customer segmentation;Customer services;expectation maximization;Expert systems;k-means;Market segmentation;Market strategy;Marketing;Segmentation;Studies
日期:	2015-01-01
上傳時間:	2026-04-23 13:28:27 (UTC+8)
出版者:	Wiley-Blackwell Publishing Ltd;Oxford: Blackwell Publishing Ltd
摘要:	摘要： Companies can use customer segmentation to group customers with similar characteristics together and identify the differences between groups to develop marketing strategies. This study investigates the problem of customer segmentation in relation to automotive customer relationship management and presents a real case study of an automobile dealer in Taiwan. Although several past studies have adopted different clustering techniques with which to group customer attributes, few have simultaneously considered customer transaction behaviour and customer satisfaction variables. In addition, most previous work has used only a single clustering method for customer segmentation, which results in unreliable results and leads to inadequate marketing decisions. Therefore, in this study, we consider two clustering techniques, k‐means and expectation maximization, and compare their results for correctness. The experimental results show that four customer groups are identified with both clustering methods: loyal, potential, VIP and churn customer groups. Based on the segmentation results, several customized marketing strategies aimed at each of the four customer groups are suggested to improve the quality of services for effective customer relationship management. 其他題名： Expert Systems 出版者： Oxford: Blackwell Publishing Ltd 出版日期： 2015-02 出處： Expert systems, 2015-02, Vol.32 (1), p.65-76 資源來源： EBSCOhost Business Source Premier 版權： 2013 Wiley Publishing Ltd 版權： Copyright © 2015 John Wiley & Sons, Ltd. 識別號： ISSN: 0266-4720 識別號： EISSN: 1468-0394 識別號： DOI: 10.1111/exsy.12056
顯示於類別:	[資訊管理學系] 期刊論文

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