Document Type : Research Paper
Authors
1 Department of Information Technology Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 Department of information technology management, ,North Tehran Branch , Islamic Azad University , Tehran , Iran ,
3 Department of Industrial Management, Tarbiat Modares University, Tehran, Iran
4 Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
The research was conducted with the aim of analyzing innovative factors affecting customer loyalty in multi-level marketing based on business intelligence. This research in terms of purpose; It is applied and in the field of quantitative-qualitative studies which was done with survey and data-mining methods. The statistical population of the research consists of 15 senior managers and experts in the field of research, i.e. Panh-Riz cosmetics and hygiene company, were selected by snowball method to identify the components and factors, and in the second part of the data warehouse of Panh-Riz company in the period of 2013 Data mining was done until 2018, which includes 5,200,000 records. The method of data analysis is data mining and customer clustering, which was done using R software. The results of data analysis showed that 6 indicators could be considered for the model, which are: the length of customer cooperation, purchase delay, repeat purchase, high purchase amount, profitability, and discounts to customers. In general, it can be stated that the loyalty of the customers of multi-level marketing companies is in accordance with the intelligence of the business, considering five clusters of customers, it is influenced by these six indicators, and in order to improve the level of customer loyalty and achieve a competitive advantage, the company must Active in this field should be considered. Also, for the development of multi-level marketing, it is suggested that the investigated companies pay more attention to the role of discounting and credit sales to customers, and on the other hand, keep their main customers more satisfied by providing better services and more support. It should be mentioned that so far no research has been done at the country level regarding the design and development of customer loyalty management model in MLM multi-level marketing and business companies based on business intelligence (BI) and this research as a project A new study with an innovative approach to the cosmetic and health products market can be a guide for network marketing managers in achieving greater customer loyalty.
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