期刊名称：International Journal of Social Science and Management
电子版ISSN：2383-0239
出版年度：2014
卷号：1
期号：1
页码：37-51
语种：English
出版社：Scientific Academia of Social Sciences
摘要：In today’s competitive market and in service organizations in particular, attending the customer is developing, and institutions invest substantially to recognize behavioral patterns of customers. Since no all customers possess equal value for the organization, clustering the customers, investigating the specific pattern of each cluster, and finally, adopting proper strategies for each cluster can influence the organizational profitability. The development in science and technology, also, has created a wide range of tastes and desires in individuals. As a result, the organization comes across a great number of customers’ needs and tastes whose complete responding will be impossible. The researcher aims to take a thorough look at diverse customers through maintenance of comprehensive, relevant, and reasonable criteria for clustering the customers, and to cluster them according to their most similarities in one group (cluster) and most differences in separate groups. Consequently, recognizing the features of customers with different clusters will facilitate, and more appropriate decisions will be made.
