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DC poleHodnotaJazyk
dc.contributor.authorRay, Manidatta
dc.contributor.authorRay, Mamata
dc.contributor.authorMuduli, Kamalakanta
dc.contributor.authorBanaitis, Audrius
dc.contributor.authorKumar, Anil
dc.date.accessioned2021-12-22T08:16:22Z
dc.date.available2021-12-22T08:16:22Z
dc.date.issued2021
dc.identifier.citationE+M. Ekonomie a Management = Economics and Management. 2021, roč. 24, č. 4, s. 174-188.cs
dc.identifier.issn1212-3609 (Print)
dc.identifier.issn2336-5604 (Online)
dc.identifier.urihttp://hdl.handle.net/11025/46502
dc.format15 s.cs
dc.format.mimetypeapplication/pdf
dc.language.isoenen
dc.publisherTechnická univerzita v Libercics
dc.rightsCC BY-NC 4.1en
dc.subjectdata miningcs
dc.subjectfuzzy shlukovánícs
dc.subjectfuzzy AHPcs
dc.subjectsegmentace zákazníkůcs
dc.subjectfuzzy TOPSIScs
dc.subjectceloživotní hodnota zákazníka (CHZ)cs
dc.titleIntegrated approach of fuzzy multi-attribute decision making and data mining for customer segmentationen
dc.typečlánekcs
dc.typearticleen
dc.rights.accessopenAccessen
dc.type.versionpublishedVersionen
dc.description.abstract-translatedThis research work focuses on integrating the multi attribute decision making with data mining in a fuzzy decision environment for customer relationship management. The main objective is to analyse the relation between multi attribute decision making and data mining considering a complex problem of ordering customers segments, which is based on four criteria of customer’s life time value, viz. length (L), recency (R), frequency (F) and monetary value (M). The proposed integrated approach involves fuzzy C-means (FCM) cluster analysis as data mining tool. The experiment conducted using MATLAB 12.0 for identifying eight clusters of customers. The two multi attribute decision making tools i.e., fuzzy AHP (Analytic Hierarchy Process) and fuzzy TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) are used for ranking these identified clusters. The applicability of the integrated decision making technique is also demonstrated in this paper considering the case of Indian retail sector. This research collected responses from nine experts from Indian retail industry regarding their perception of relative importance of four criteria of customer life value and evaluated weights of each criterion using fuzzy AHP. Transaction data of 18 months of the case retail store was analysed to segment 1,600 customers into eight clusters using fuzzy c-means clustering analysis technique. Finally, these eight clusters were ranked using fuzzy TOPSIS (Technique for Order Preference by Similarity to Ideal Solution). The findings of this research could be helpful for firms in identifying the more valuable customers for them and allocate more resources to satisfy them. The findings will be also helpful in developing different loyalty program strategies for customers of different clusters.en
dc.subject.translateddata miningen
dc.subject.translatedfuzzy c-means clusteringen
dc.subject.translatedfuzzy AHPen
dc.subject.translatedcustomer segmentationen
dc.subject.translatedfuzzy TOPSISen
dc.subject.translatedcustomer lifetime value (CLV)en
dc.identifier.doihttps://doi.org/10.15240/tul/001/2021-4-011
dc.type.statusPeer-revieweden
Vyskytuje se v kolekcích:Číslo 4 (2021)
Číslo 4 (2021)

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  1. DSpace at University of West Bohemia
  2. Publikace ZČU / UWB Publications
  3. Časopisy ZČU / UWB Journals
  4. Ekonomie a management
  5. 2021
  6. Číslo 4 (2021)