نوع مقاله : مقاله علمی-پژوهشی
نویسندگان
1 گروه مدیریت فناوری اطلاعات، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 استادیار , گروه مدیریت فناوری اطلاعات . واحد تهران شمال . دانشگاه آزاد اسلامی .تهران . ایران
3 مدیر گروه مدیریت صنعتی دانشگاه تربیت مدرس تهران
4 گروه مدیریت بازرگانی ، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
پژوهش با هدف واکاوی عوامل نوآورانه موثر بر وفاداری مشتریان در بازاریابی چند سطحی مبتنی بر هوشمندی کسب و کار انجام شده است. این تحقیق از نظر هدف؛ کاربردی و در حوزه مطالعات کمی - کیفی است که با روش پیمایشی و داده‌کاوی انجام شده است. جامعه آماری تحقیق شامل 15 نفر از مدیران ارشد و خبرگان حوزه تحقیق یعنی شرکت آرایشی و بهداشتی پنبه‌ریز به روش گلوله برفی برای شناسایی مولفه و عوامل انتخاب شدند و در قسمت دوم از انباره داده شرکت پنبه‌ریز در بازه زمانی سال‌های 1390 تا 1398 که شامل 5200000 رکورد می‌باشد داده‌کاوی انجام شد. روش تجزیه‌و‌تحلیل داده‌ها، داده‌کاوی و خوشه‌بندی مشتریان است که با استفاده از نرم افزار R انجام شد. نتایج تحلیل داده‌ها نشان داد که 6 شاخص می‌توان برای مدل در نظر گرفت که عبارتند از: طول همکاری مشتریان، تاخر خرید، تکرار خرید، بالا بودن مبلغ خرید، سوداوری و تخفیف دهی به مشتریان. در مجموع می‌توان بیان نمود که وفاداری مشتریان شرکت‌های بازاریابی چند سطحی متناسب با هوشمندی کسب و‌کار با درنظر گرفتن پنج خوشه از مشتریان تحت تأثیر این شش شاخص قرار دارد و برای ارتقای سطح وفاداری مشتریان و دستیابی به مزیت رقابتی باید توسط شرکت‌های فعال در این حوزه مورد توجه قرار گیرد. همچنین برای توسعه بازاریابی چند سطحی پیشنهاد می‌شود که شرکت‌های مورد بررسی به نقش تخفیف‌دهی و فروش اعتباری به مشتریان توجه بیشتری داشته باشند و از سوی دیگر مشتریان اصلی خود را با ارائه خدمات بهتر و پشتیبانی بیشتر راضی‌تر نگه دارند. لازم به ذکر است که از آنجا که تاکنون پژوهشی در سطح کشور در خصوص طراحی و توسعه مدل مدیریت وفاداری مشتریان در شرکت‌های تجاری و بازارسازی چند سطحی MLM مبتنی بر هوش کسب‌و‌کار (BI) انجام نشده است و این تحقیق به‌عنوان یک طرح مطالعاتی جدید با رویکرد بازار محصولات آرایشی و بهداشتی دارای نوآوری است، می‌تواند راهنمای مدیران بازاریابی شبکه‌ای در دستیابی به وفاداری بیشتر مشتریان باشد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Analysis of innovative factors affecting customer loyalty in multi-level marketing based on business intelligence
نویسندگان [English]
- Shahram Ajorlou 1
- soheila sardar 2
- ali rajabzadeh 3
- anjhela ameli 4
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
چکیده [English]
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.
کلیدواژه‌ها [English]
- Multi-level marketing؛
- customer loyalty؛ ؛؛
- business intelligence
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