بخش بندی مشتریان هدف بر اساس عوامل موثر بر مشارکت مشتری

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

2 گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

3 گروه حسابداری و مدیریت، واحد ارومیه، دانشگاه آزاد اسلامی، ارومیه، ایران

4 گروه مدیریت بازرگانی، واحد عجب شیر، دانشگاه آزاد اسلامی، عجب شیر، ایران

10.34785/J018.2022.021

چکیده

هدف پژوهش حاضر، ارائه مدلی برای شناسایی مشتریان هدف بر اساس میزان مشارکت آن‌ها در بانک سپه است. بدین منظور مشتریان بانک سپه شعب شهر تهران به‌عنوان جامعه آماری انتخاب شدند و تعداد 880 مشتری با تکمیل پرسشنامه، در تحقیق مشارکت نمودند. برای انتخاب نمونه‌ آماری از روش نمونه‌گیری در دسترس استفاده شد. برای تجزیه و تحلیل داده ها از تکنیک درخت تصمیم که یکی از مهم‌ترین تکنیک‌های داده‌کاوی می‌باشد و نرم افزار SPSS Modeler بکار گرفته شد، تا عوامل موثر خلق ارزش برای بانک بر اساس میزان مشارکت مشتریان (مشارکت بالا و پایین) مدل سازی گردد. یافته‌های تحقیق نشان داد که چرخه عمر رابطه مشتری (در مراحل شناخت یا توسعه یا حفظ رابطه)، ارزش احساسی درک شده بالا، مدل رابطه‌ای به سبک اشتراک گذاری جمعی یا تطبیق برابری و قیمت گذاری و مدت زمان طولانی مشتری بانک بودن از عوامل موثر در بروز مشارکت بالای مشتریان است. در نقطه مقابل قرار گرفتن مشتری در مرحله کاهش چرخه عمر رابطه مشتری از مهمترین دلایل مشارکت پایین در جامعه آماری مورد مطالعه بوده است. این تحقیق به مدیران کسب‌ وکارهاکمک می‌کند تا نکات کلیدی میزان مشارکت مشتریان را شناسایی کنند و از آن در بازاریابی مشارکت استفاده نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Segmentation of Target Customers Based on Factors Affecting Customer Engagment

نویسندگان [English]

  • Majid Araghi 1
  • Naser Fegh-hi Farahmand 2
  • Reza Rostamzadeh 3
  • Samad Aali 2
  • Hossein Gharehbighlo 4
1 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 Department of Management, Orumiyeh Branch, Islamic Azad University, Orumiyeh, Iran
4 Department of Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
چکیده [English]

The purpose of this study is to provide a model to identify target customers based on their engagemention in Sepah Bank. For this purpose, customers of Sepah Bank, Tehran Branches were selected as the statistical population and 880 customers engagemented in the research by completing a questionnaire. Available sampling method was used to select the statistical sample. To analyze the data, the decision tree technique, which is one of the most important data mining techniques, and SPSS Modeler software were used to model the effective factors of value creation for the bank based on customer engagemention (high and low engagemention). Findings showed that the life cycle of the customer relationship (in the stages of recognizing or developing or maintaining the relationship), high perceived emotional value, a relationship model in the style of collective sharing or matching equity and pricing and long-term customer banking are factors Effective in generating high customer engagemention. In contrast, the customer being in the stage of reducing the life cycle of the customer relationship has been one of the most important reasons for low engagemention in the statistical population. This research helps business executives identify key customer engagement points and use it in affiliate marketing.

کلیدواژه‌ها [English]

  • customer engagement value
  • customer Perceived value
  • customer engagement marketing

مراجع

منابع
ابراهیمی، عبدالحمید؛ عالی، صمد (1395). بررسی تأثیر کیفیت رابطه بر پاسخ‏‌های رفتاری مشتریان در مراحل مختلف چرخۀ عمر رابطۀ مشتری (مطالعۀ موردی: بانک کشاورزی تبریز). مدیریت بازرگانی، 8(3)، 503-528. 
خسروزاده، شیرین؛ حیدرزاده هنزایی، کامبیز؛ عبدالوند، محمدعلی و خون‌سیاوش، محسن (1400). پدیدارشناسی ارزش ادراک‌شده توسط گشت‌زن‌های مراکز خرید و مال‌ها. مطالعات رفتار مصرف‌کننده. 8(3)، 33-56.
عالی، صمد؛ ابراهیمی، عبدالحمید و اصلانپورعلمداری، ندا (1398). مشارکت مشتری در خلق ارزش طی چرخه عمر رابطه. مدیریت بازرگانی، 11(1)، 105-124.
ماه‌آورپور، نسرین؛ حسین‌زاده‌شهری، معصومه؛ عبدالوند، ندا و بابایی‌زکیلکی, محمدعلی (1400). قواعد حاکم بر قصد مشارکت کاربران شبکه اجتماعی اینستاگرام در رقابت‌های جمع‌سپاری بازاریابی براساس رویکرد تئوری مجموعة راف (موردمطالعه: مصرف‌کنندگان برند موتوسل). مطالعات رفتار مصرف‌کننده، 8(4)، 132-159.
محمدی‌فر، یوسف و پورجمشیدی، حدیث (1400). پیشایندهای توسعه رفتار مصرف‌ هوشمندانه. مطالعات رفتار مصرف‌کننده، 8(1)، 158-173.
وهاب‌زاده، فهیمه؛ عالی، صمد؛ بافنده‌زنده، علیرضا و تقی‌زاده، هوشنگ (1399). تأثیر مدل‌های رابطه‌ای بر ارزش مشارکت مشتری: شواهدی از صنعت هلتداری. مطالعات مدیریت گردشگری، 15(49)، 255-291. 
 
References
Aaker, D.A. (2001). Strategic Market Management. John Wiley and Son, New York.
Aali, S., Ibrahimi, A., Aslanpour Alamdari, N. (2019). Analysis of Customer Engagement in Creating Value at Different Stages of the Relationship Life Cycle. Journal of Business Management, 11(1), 105-124. (In Persian)
Asadi, A., Khazaei pool, J, Tavakoli, H. (2017). Developing a Model to Identify the Structural relationships between the Brand Personality Congruity, Brand attitude and Perceived Value Dimensions: A Case Study in the Banking industry. Journal of Business Management Perspective, 16(31), 49-64. (In Persian)
Berry, L.L. (2000). Cultivating service brand equity, Journal of the Academy of Marketing Science, 28(1), 128-137.
Bleier, A. De Keyser, A. & Verleye, K. (2018). Customer Engagement through Personalization and Customization. In: Palmatier R., Kumar V., Harmeling C. (Eds) Customer Engagement Marketing. Palgrave Macmillan, Cham.
Bogodistov Yevgen and Lizneva Anzhela. (2017). Ideological shift and employees’ relationships: evidence from Ukraine, Baltic Journal of Management, 12(1), 25 - 45.
Bowden, J. (2009). The process of customer engagement: a conceptual framework, Journal of Marketing Theory and Practice, 17(1), 63-74.
Brodie, R.J., Hollebeek, L.D., Juric, B. and Ilic, A. (2011). Customer engagement conceptual domain, fundamental propositions, and implications for research, Journal of Service Research, 14(3), 252-271.
Busalim, A. H, Ghabban, F., Che Hussin, A. (2021). Customer engagement behaviour on social commerce platforms: An empirical study. Technology in society, 64, 101437.  https://doi.org/10.1016/j.techsoc.2020.101437.
Cambra-Fierro, J. Melero-Polo, I. & Javier Sese, F. (2018). Customer value co-creation over the relationship life cycle. Journal of Service Theory and Practice, 28(3), 336-355.
Carlson J., Rahman M., Voola R., De Vries N. (2018). Customer engagement behaviours in social media: capturing innovation opportunities, Journal of Services Marketing, 32(1), 210-218.
Chrise, R. Cheng, W. and Dawid, C. Y. (2002), “Data mining techniques for customer relationship management”. Technology in society, pp.483-502.
Dwyer, F. Schurr, P. & Oh, S. (1987). Developing buyer seller relationships. Journal of marketing, 51 (2), 11-27.
Ebrahimi, H., Aali, S. (2016). Effects of relationship quality on Customer behavioral responses at different stages of the customer relationship life cycle: case study of Tabriz Kheshavarzy Bank. Journal of Business Management, 8(3), 503-528. (In Persian)
Field, A.P. (2005) Discovering Statistics Using SPSS. 2nd Edition, Sage Publications, London.
Fiske, A. P. (1991). Structures of social life: The four elementary forms of human relations, New York, The Free Press.
Fiske, A. P. (1992). The four elementary forms of sociality: Framework for a unified theory of social relations, Psychological Review, 99, 689–723.
Fiske, A.P. and Haslam, N. (2005). The four basic social bonds: structures for coordinating interaction, in Baldwin, M.W. (Ed.), Interpersonal Cognition, Guilford Press, New York, NY, pp 267-298.
Fiske, A.P. and Tetlock, P.E. (1997). Taboo trade-offs: reactions to transactions that transgress the spheres of justice, Political Psychology, 18(2), 255-297.
Giessner Steffen, Quaquebeke Niels van. (2010). Using a Relational Models Perspective to Understand Normatively Appropriate Conduct in Ethical Leadership, Journal of Business Ethics 95, 43–55.
Gupta, B. Rawat, A. Jain, A. Arora, A. and Dhami, N. (2017), "Analysis of Various Decision Tree Algorithms for Classification in Data Mining", International Journal of Computer Applications (0975-8887), Vol (163), No. 8, Pp. 15-19
Hollebeek, L. D. Srivastava, R. K. & Chen, T. (2016). SD logic– informed customer engagement: integrative framework, revisedfundamental propositions, and application to CRM, Journal of the Academy of Marketing Science, 1-25.
Huang, M. J. Chen, M. Y. and Lee, S. C. (2007), “Integrating datamining with case-based reasoning for chronic diseases prognosisand diagnosis”. Expert Systems with Applications, vol. 32(3), 856–867.
James, F. P. (2002). Development of a multidimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134.
Jankingthong, W., Gonejanart, P. (2012). The Relationships of Factors Affecting Post-purchase Behavioral Intentions in Tourism Sector. Journal of Social Sciences,Humanities, and Arts, 12(1), 72-90.
Jap, D. & Ganesan, Sh. (2000). Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment. Journal of Marketing Research, 37, 227–245.
Kaltcheva, Patino Anthony, Laric Michael V. (2014). Customers’ relational models as determinants of customer engagement value, Journal of Product & Brand Management, 23(1), 55-61.
Kaltcheva, V.D. and Parasuraman, A. (2009). Personality- relatedness and reciprocity framework for analyzing retailer- consumer interactions, Journal of Business Research, 62(6), 601-608.
Kaltcheva, V.D., Winsor, R.D. and Parasuraman, A. (2010). The impact of customers’ relational models on price-based defection, Journal of Marketing Theory and Practice, 18(1), 5-22.
Khosrozadeh, S., Heidarzadeh, K., Abdolvand, M. A., & Khonsiavash, M. (2021). The phenomenology of perceived value by shopping centers and malls’ browsers. Consumer Behavior Studies Journal, 8(3), 33-56. doi: 10.34785/J018.2021.676 (In Persian)
Kotler, P., Kartajaya, H. and Setiawan, I. (2010). Marketing 3. Marketing 3.0: From Products to Customers to the Human Spirit, John Wiley & Sons, 9-33.
Kousheshi, M.R., Aali, S., Bafandeh Zendeh, A.R. and Iranzadeh, S. (2020), "The antecedents and consequences of online relationship quality in internet purchases", Journal of Islamic Marketing, Vol. 11 No. 1, pp. 161-178.
Kumar V. and Pansari A. (2016). Competitive Advantage through Engagement, Journal of Marketing Research, 53(4), 497-514.
Kumar, P. R. and Ravi, V. (2007), “Bankruptcy prediction in banks and firms via statistical and intelligent techniques-A review”. European Journal of Operational Research, vol. 180, pp. 1–28.
Kumar, V., & Reinartz, W. (2016) Creating Enduring Customer Value. Journal of Marketing, 80 (6), 36-68.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T. & Tillmans, S. (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of Service Research, 13(3), 297-310.
Kumar, V., Rajan, B., Gupta, S., & Dalla Pozza, I. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138-160.
Kunz, W. Aksoy, L. Bart, Y. Heinonen, K. Kabadayi, Sertan, Ordenes, F. Sigala, M. Diaz, D. Theodoulidis, B. (2017). Customer engagement in a Big Data world, Journal of Services Marketing, 31(2), 161-171.
Lee, m. and To, c. (2010). "Comparison of support vector machine and back propagation neural network in evaluating the enterprise financial distress". International Journal of Artificial Intelligence & Applications, vol. 1(3), pp.31-43.
Lusch, R. F. & Brown, J. R. (1996). Interdependency, contracting, and relational behavior in marketing channel. Journal of Marketing, 60(4), 19-38.
Mahavarpour, N., Hoseinzade Shahri, M., abdolvand, N., & babaei, M. A. (2022). Rules Governing the Behavioral Intentions of Instagram Users to Participate in Marketing Crowdsourcing Contest based on the Ruff Set Theory (Case study: Motosel consumers). Consumer Behavior Studies Journal, 8(4), 132-159. doi: 10.34785/J018.2022.703 (In Persian)
Mohammadifar, Y., & Pourjamshidi, H. (2021). Prerequisites for the Development of Smart Consumption Behavior, Consumer Behavior Studies Journal, 8(1), 158-173. (In Persian)
Moorthi, Y. L. R., & Mohan, B. C. (2017). Brand value proposition for bank customers in India. International Journal of Bank Marketing, 35(1).
Naseem, N., Verma, S., & Yaprak, A. (2015). Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands. Journal of International Marketing in the Fast Changing World, 7(2), 255-288.
Pansari, A. & Kumar, V. (2018). Customer Engagement Marketing. In: Palmatier R., Kumar V. Harmeling C. (Eds) Customer Engagement Marketing, Palgrave Macmillan, Cham.
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences, Journal of the Academy of Marketing Science, 45(3), 294-311.
Rahi, S., (2016), Impact of Customer Perceived Value and Customer's Perception of Public Relation on Customer Loyalty with Moderating Role of Brand Image, Journal of Internet Banking and Commerce, 21(2): 1.
Riley, F., Pina, J. M., & Bravo, R. (2015). The role of perceived value in vertical brand extensions of luxury and premium brands. Journal of Marketing Management, 31(7), 881-913.
Vahabzadeh, F., Aali, S., Bafandeh Zendeh, A., Taghizadeh, H. (2020). The Effect of Relational Models on the customer engagement Value: Evidence from the Hospitality Industry. Tourism Management Studies, 15(49), 255-291. (In Persian)
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P.C. (2010). Customer engagement behavior: theoretical foundations and research directions, Journal of Service Research, 13(3), 253-266.
Vargo, S.L. and Lusch, R.F. (2004). Evolving to a new dominant logic for Marketing, Journal of Marketing, 68(1), 1-17.
Vargo, S.L. and Lusch, R.F. (2008). Service-dominant logic: continuing the evolution, Journal of the Academy of Marketing Science, 36(1), 1-10.
Verhoef, P., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M. & Schlesinger, L, A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31-41.
Vivek, S. D., Beatty, S. E., and Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase, Journal of Marketing Theory and Practice, 20(2), 122-146.
Witten, I. H. and Frank, E. (2005), “Data mining: Practical machine learning tools and techniques”. California: Morgan Kaufmann.
Yen, C. H., Teng, H. Y., & Tzeng, J. C. (2020). Innovativeness and customer value cocreation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 102514. https://doi.org/10.1016/j.ijhm.2020.102514.
Zhang, J. Z., Watson, G.F. Palmatier R. W. & Dant R. P. (2016). Dynamic Relationship Marketing. Journal of Marketing, 80 (September), 53-75.
Zietsman, M.L., Mostert, P. and Svensson, G. (2019), "Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective", International Journal of Bank Marketing, 37(1), 2-19. 
 

فایل ها

هم رسانی

ارجاع به این مقاله

آمار