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Contextual Data Analysis in Online Hotel Businesses
, M.Sc. Thesis Sharif University of Technology ; Rafiee, Majid (Supervisor)
Abstract
in this study we intend to build a recommender system, more specifically We try to build a multi-criteria collaborative filtering. Collaborative filtering is one of the methods used in building of recommender systems. In this study, we use technical attributes to build a recommender system. Technical attributes refer to the attributes which focus on the writing style of the texts. After building the recommender system based on technical attributes, we also build a recommender system based on the conventional criteria in order to make a comparison between these two criteria. Collaborative filtering consists two major categories, namely memory-based and model-based that both of them have been...
Optimizing Landing Page by Digital Nudging Model; Case Study: Hair Clinic
, M.Sc. Thesis Sharif University of Technology ; Isaai, Mohammad Taghi (Supervisor) ; Najmi, Manouchehr (Supervisor)
Abstract
Living in a digital era, more and more of businesses are going online. Sudden outbreak of covid19 pandemic accelerated the expansion of e-commerce and pushed an increasing number of businesses to go online. One of the most important issues in a world of e-commerce, is how to measure the results and improve the outputs. Focusing on the digital marketing, the process is usually called “conversion rate optimization”. While there is an extensive literature on various methods of improvement and optimization, we aim to do so using the notion of digital nudging, which is rather a novel concept. Digital nudging is a model that, by incorporating nudge techniques and cognitive biases, tries to change...
Evaluating the Effect of Using a Customized Logistics Service on Sellers' Performance in Online Marketplace
, M.Sc. Thesis Sharif University of Technology ; Sepehri, Mehran (Supervisor) ; Khalili Nasr, Arash (Supervisor)
Abstract
The prosperity of online marketplaces depends on their ability to attract and keep sellers besides customers. Due to the lack of research in evaluating the role of sellers in this business model, the study tries to fill this gap through examining the effect of logistics capability on sellers' performance in an online marketplace. Specifically, a research model is developed to evaluate the effect of a customized logistics service, provided by the intermediary, on sellers' performance in the marketplace. In addition, the indirect effect of logistics capability as a mediator is examined on the previous causal link. Strong empirical support for the research model is provided by data from 1546...
A Process Mining Approach to Analyze Customer Journeys to Improve Customer Experience
, M.Sc. Thesis Sharif University of Technology ; Hassannayebi, Erfan (Supervisor)
Abstract
With the growth of the number of online service providers and the need to innovate in these services, in this study, the processes and the journeys taken by visitors of a website that provides employment services and employment insurance has been analyzed. In this research, process mining techniques and predictive process monitoring were implemented. With the use of a supervised and unsupervised learning algorithm, it attempted to identify the customer journeys' output and the existing patterns that lead to the complaint. In the first step, the website event log is extracted. Afterward, by using frequency-based encoding methods, the journeys traveled by users were clustered based on the...
Inbound e-marketing using neural network based visual and phonetic user experience analytics
, Article 2018 4th International Conference on Web Research, ICWR 2018 ; 15 June , 2018 , Pages 12-18 ; 9781538653647 (ISBN) ; Khanzadi, P ; Majidi, B ; Movaghar, A ; Sharif University of Technology
Institute of Electrical and Electronics Engineers Inc
2018
Abstract
Inbound marketing is the process of attracting the probable customers to a business before they have any intention to become customers. An effective method for inbound marketing is creation of a positive psychological business environment to attract the customers. A significant portion of traditional business environment is moving online and the new business environment is the company website. One of the major elements in online inbound marketing is the website address and the website logo, which are the first factors of brand personality that the visitor to the company website encounters when looking up the website in a search engine. In this paper, a framework for inbound e-marketing using...
Analyzing Customers' Reviews in Online Businesses and their Impact on Product Sales
, M.Sc. Thesis Sharif University of Technology ; Majid, Rafiee (Supervisor)
Abstract
In recent years, the attention of marketing researchers has shifted from numerical product rating to user-generated content. Because of this, customers' online reviews now play a very important role in the destiny of Internet businesses. Today, huge and comprehensive platforms have been developed to record and analyze online customer reviews. This type of unstructured data that users and Internet shoppers create based on their experiences of using products and services, has a significant impact on gaining and losing the trust of other users. After reading each review, each user can express their opinion about the usefulness of that comment, which can be seen by others. Large Internet...