Measuring Customers Satisfaction of E-Commerce Sites Using Clustering Techniques: Case Study of Nyazco Website
سال انتشار: 1394
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 677
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شناسه ملی سند علمی:
JR_IJMAE-3-1_002
تاریخ نمایه سازی: 15 شهریور 1395
چکیده مقاله:
Today the use of modern technologies in the daily life for satisfying the needs is unavoidable. Follow the news and searching through the internet has affected organizations to provide platform on the Internet for availability of information for the customers. With the development of e-commerce, online shopping plays an increasingly important role in people’s life. With the use of data mining technique prospect, managers of this site can analyze preferences and purchasing patterns of online customers in order to custom product recommendations. Data mining helps to provide services in accordance with customers’ requirements. The aim of this research is to identify the customers’ requirements in online shopping and cluster these customers based on independent attributes such as gender, product classification, recency, frequency and monetary. For this purpose, the data related to Nyazco website that is an e-commerce website with a variety of products, were examined as a case study in the period of 7 months. The authors of this paper will define four clusters by using k-means algorithm and RFM model by IBM SPSS Modeler 14.2 software. Customers in the third cluster and fourth cluster will be identified as the most important customers. Therefore, providing the demands of these customers should be prioritized.
کلیدواژه ها:
نویسندگان
Ali Rezaeian
Department of Information Technology Management, Management and Accounting Faculty of Shahid Beheshti University, Tehran, Iran
Sajjad Shokouhyar
Department of Information Technology Management, Management and Accounting Faculty of Shahid Beheshti University, Tehran, Iran
Fariba Dehghan
Department of Information Technology Management, Management and Accounting Faculty of Shahid Beheshti University, Tehran, Iran