شناسایی و خوشه‌بندی مشتریان کلیدی مبتنی بر معیارهای خلق ارزش در بازارهای صنعتی (مطالعه موردی: شرکت‌های حمل و نقل بین‌المللی جاده‌ای)

نوع مقاله : علمی - پژوهشی

نویسندگان
1 گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 گروه رهبری و سرمایه انسانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
چکیده
صنعت حمل‌ونقل بین‌المللی جاده‌ای به‌عنوان یکی از ارکان اصلی زنجیره تأمین جهانی، با چالش‌هایی در زمینه رقابت‌پذیری و مدیریت روابط مشتری مواجه است. در این میان، شناسایی و خوشه‌بندی مشتریان کلیدی با توجه به معیارهای خلق ارزش، رویکردی نوین برای ارتقاء کارایی و افزایش مزیت رقابتی شرکت‌ها محسوب می‌شود. اما این در حالی است ‌که ابعاد چندلایه ارزش‌آفرینی مشتری کمتر مورد توجه محققین قرار گرفته است. لذا هدف از ارائه این مقاله شناسایی و خوشه‌بندی مشتریان کلیدی مبتنی بر معیارهای خلق ارزش در بازارهای صنعتی بود. این تحقیق یک پژوهش ترکیبی قلمداد می‌شود. در فاز کیفی معیارهای خلق ارزش مشتری احصاء شدند و در فاز کمی، نخست ارزش طول عمر مشتریان صنعتی کلیدی از طریق فرمول تدوین شده محاسبه و سپس بر اساس معیارهای احصاء شده به خوشه‌بندی آنان اقدام شد. در بخش کیفی، نمونه شامل ۱۴ خبره با روش غیراحتمالی هدفمند بود؛ در بخش کمی نیز برای محاسبه ارزش طول عمر مشتریان کلیدی، از نمونه‌گیری غیراحتمالی هدفمند و در دسترس استفاده شد که شامل ۴۲ شرکت بود. سپس روش کا میانگین برای خوشه‌بندی مورد استفاده قرار گرفت. نتایج تحقیق نشان داد مشتریان صنعتی کلیدی در سه خوشه قرار گرفتند که عبارتنداز مشتریان طلایی کم‌تعامل (مشتریانی با درآمد بالا در هر تراکنش اما با تعداد تراکنش کمتر نسبت به سایر خوشه‌ها)، مشتریان نقره‌ای قابل رشد (مشتریانی با تعداد تراکنش بالا و تعامل مستمر، اما با درآمد متوسط و در عین حال، نرخ تمدید همکاری بالا)، و مشتریان برنزی پرتعامل (مشتریانی با بیشترین تعداد تراکنش، اما با درآمد بسیار پایین).
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Identifying and Segmentation Key Customers Based on Value Creation Criteria in Industrial Markets (Case Study: International Road Transport Companies)

نویسندگان English

Naser Sheikh 1
Hamidreza Yazdani 2
Abdol-Hossein Karampour 1
1 Department of Business Administration, NT.C., Islamic Azad University, Tehran, Iran
2 Department of Leadership and Human Capital, College of Management, University of Tehran, Tehran, Iran
چکیده English

The international road transport industry, as one of the core pillars of the global supply chain, is facing challenges in terms of competitiveness and customer relationship management. In this context, identifying and clustering key customers based on value creation criteria represents an innovative approach to enhancing efficiency and strengthening companies’ competitive advantage. However, the multi-layered dimensions of customer value creation have received limited attention from researchers. Accordingly, the purpose of this study was to identify and cluster key customers in industrial markets based on value creation criteria. This research is considered a mixed-method study. In the qualitative phase, customer value creation criteria were elicited, while in the quantitative phase, the customer lifetime value (CLV) of key industrial customers was first calculated using a formulated equation, and subsequently, clustering was performed based on the elicited criteria. In the qualitative section, the sample consisted of 14 experts selected through purposive non-probability sampling. In the quantitative section, purposive and convenience sampling was employed to calculate the CLV of key customers, involving 42 companies. The K-Means method was then applied for clustering. The findings revealed that key industrial customers were grouped into three clusters: (1) Golden Low-Interaction Customers—customers with high revenue per transaction but fewer transactions compared to other clusters; (2) Silver Growth-Potential Customers—customers with a high number of transactions and continuous engagement, generating moderate revenue yet demonstrating a high renewal rate; and (3) Bronze High-Interaction Customers—customers with the highest number of transactions but very low revenue.

کلیدواژه‌ها English

Value Creation
Industrial Markets
International Road Transport
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دوره 17، شماره 4 - شماره پیاپی 69
تابستان 1405
صفحه 5709-5736

  • تاریخ دریافت 10 مهر 1404
  • تاریخ بازنگری 13 آذر 1404
  • تاریخ پذیرش 08 دی 1404