سنجش میزان رضایت مشتریان از محصولات صنایع غذایی با استفاده از تکنیک داده کاوی : مطالعه موردی محصولات شرکت شیرین عسل

In Last decade, organization found that keeping loyal customers is much less costly than absorbing new customers. Nowadays customer satisfaction is not enough for organizations, they want to know whether their Customers are loyal or not. The purpose is communicating to customers for long time, having more benefit In business. So organizations must supervise the interaction between them & their customers. The main question is how to recognize the customer need? Organizations can classify their customers according to their purchase frequency, their geographical location … and analyze their customer behavior. Customer lifetime value can be created during communicating to organization by customers. The main reason of calculating it, is creating a weight for current customer value and customer potential value used by organization. The method that used in this survey is data-mining and one of its approach, CRISP-DM. The software for this goal is SPSS MODELERIBM using for clustering Shirin Asal Company’s customer. At the end, their customers classify into the 3 segmentations.

کلیدواژه ها:

Customer Satisfaction ، Food Industry ، Clustering ، Data mining