نوع مقاله : علمی - پژوهشی
نویسندگان
1 دانشیار و عضو هیات علمی گروه مدیریت، دانشکده مهندسی صنایع و مدیریت، دانشگاه صنعتی شاهرود، شاهرود، ایران
2 کارشناس ارشد مدیریت، دانشکده مهندسی صنایع و مدیریت، دانشگاه صنعتی شاهرود، شاهرود، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective:Today, attracting and retaining loyal customers is a requirement for success in the field of competition for organizations. The result of all marketing mix activities is a set of controllable marketing tools that respond to the target market. The quick and accurate identification of customers' behavior and their arrangement in the categories of Promoters, Passives and Detractors helps managers to take timely actions according to the feedback of customers. In this research, while identifying the most important marketing mix criteria, the evaluation and arrangement of customers of a chain store is discussed using the new OPLO-POCOD SORT technique.
Methodology:This technique is one of the quantitative techniques in the field of multi-criteria decision-making. By collecting the opinions of customers and evaluating them, an attempt has been made to sorting customers into profiles and reference options of Promoters, Passives and Detractors.
Findings:This research was conducted in the form of a case study of one of the chain stores in Shahrood and by evaluating the opinions of 20 customers. In order to quickly evaluate and sort the customers based on the technique used, the customers are placed in three strategic categories of Promoters, Passives and Detractors, and due to the negative effect of the Net Promoter Score by -0.25, fundamental reforms are needed.
Conclusion:Based on the results of this research, managers can use the proposed technique of quick evaluation of customers and their classification, to carry out the process of necessary measures to maintain Promoters customers and reduce dissatisfied and Detractors customers.
کلیدواژه‌ها [English]
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