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Prioritizing and Clustering Customers in a Supply Chain with Perishable and Fast Moving Consumer Goods (FMCG) (Case Study of Ramak Company)

kargar, Sanaz | 2018

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 51895 (51)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Science and Engineering
  6. Advisor(s): Rafiee, Majid
  7. Abstract:
  8. Knowing different groups of customers and building effective communication with them in such a way as to guarantee the future economic interests of the organization is a very important issue in today's businesses. The attraction of profitable customers, as well as the preservation of valuable old customers, are both important, except for the precise identification of their features. The value of customer longevity plays an important role in customer segmentation, and there are numerous researches that focuses on customer value with the aim of making more profit for the organization, most of which have life-cycle customer value models as the main inputs for segmentation cCustomers have been used. This research is in terms of its purpose. In this research, according to experts and past studies, key criteria key criteria areare important for the company, and then using the questionnaire, the weight of the criteria is obtained. In the second phase of the study, we gathered the necessary information about the criteria. A sample of 366 customers was selected as a sample from the customers of Dairy Company of Ramek Fars province. Then, using Topsis method, customers were prioritized. Key features of each cluster were also examined, and customer clustering was conducted using customer specifications in each of the criteria and prioritizing them. Customers are located in 5 clusters. Finally, behavioral strategies are determined according to company policies for each cluster
  9. Keywords:
  10. Prioritization ; Clustering ; Customer Satisfaction ; Multicriteria Decision Making ; Fast Moving Consumer Goods

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