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Journals / Yönetim ve Ekonomi Araştırmaları Dergisi / 2018 / Cilt: 16 Sayı: 1 Özel Sayı

DECISION MAKING WITH TOPSIS AND K-MEDOIDS: AN APPLICATION ON CUSTOMER RECOVERY WITH R PROGRAMMING LANGUAGE

TOPSIS VE K-MEDOIDS YÖNTEMLERİYLE KARAR VERME: R PROGRAMLAMA DİLİ İLE MÜŞTERİ GERİ KAZANMA UYGULAMASI

M.fevzi Esen(İSTANBUL MEDENİYET ÜNİVERSİTESİ)0000-0001-7823-0883
Emrah Bilgiç(MUŞ ALPARSLAN ÜNİVERSİTESİ)0000-0002-9875-2299
Pages
221–237
Publication Date
2018-09-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of the analysis, customers are segmented into four groups and totally 37 customers which were placed in the third segment identified as golden customers, thus the company should start churn activities with the customers placing in this segment

📌 3 Key Takeaways

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Objective & Hypothesis:Large companies prefer the most profitable customers when they try to recover their old customers who left the company and acquired by the competitors.
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Key Findings & Data:In this study, data of 1145 customers such as usage of voice, data service and other value added services usage are analyzed by TOPSIS method.
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Conclusion & Impact:As a result of the analysis, customers are segmented into four groups and totally 37 customers which were placed in the third segment identified as golden customers, thus the company should start churn activities with the customers placing in this segment
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:TOPSIS · K-Medoids Algoritması · Müşteri Kaybı

Abstract

Large companies prefer the most profitable customers when they try to recover their old customers who left the company and acquired by the competitors. This choice requires many variables to be evaluated simultaneously under the constraints of cost and time. TOPSIS method is a decision- making technique for multi-criteria problems and is used in a wide range of applications such as: supplier and facility location selection, production systems, enterprise resource planning and marketing, management, health, safety and environmental management problems etc. In this study, data of 1145 customers such as usage of voice, data service and other value added services usage are analyzed by TOPSIS method. The customers analyzed in this study are churned by a competitor of a telecommunication company. In order to determine the most valuable customers to com pany’s profit, TOPSIS scores are clustered into four segments by k-medoids clustering algorithm. As a result of the analysis, customers are segmented into four groups and totally 37 customers which were placed in the third segment identified as golden customers, thus the company should start churn activities with the customers placing in this segment

Özet

Büyük işletmeler, kendisinden ayrılan ve rakip işletmelere geçen eski müşterileri ne yönelik geri kazanma faaliyetleri düzenleyeceği zaman, kâr lılığa en çok katkı yapan müşterileri tercih etmektedir. Bu seçim, çoğu zaman maliyet ve zaman kısıtları altında birçok değişkenin aynı anda değerlendirilmesini gerektirmektedir. TOPSIS yöntemi , çok kriterli problemler için oluşturulmuş bir karar verme tekniği olup, tedarikçi ve kuruluş yeri seçimi, üretim sistemleri, pazarlama yönetimi, sağlık, güvenlik ve çevre yöne timi gibi geniş bir uygulama alanında kullanılmaktadır. Bu çalışmada, bir telekomünikasyon işletmesinin rakip firmalara geçen 1145 müşterisine ait ses, veri ve katma değerli servi lerle alakalı kullanım bilgileri TOPSIS yöntemi ile analiz edilmiş tir. Elde e dilen TOPSIS skorları işletme kârlılığına katkı sağlayan en değerli müşterileri tespit etmek amacıyla , k-medoids (k-ortaylar) kümeleme algoritması kullanılarak dört segmente ayrılmıştır. Çalışma sonucunda, dört segmente ayrılan müşterilerden üçüncü segmentte yer alan toplam 37 müşteri altın müşteri olarak tespit edilmiş ve geri kazanma faaliyetlerine bu müşterilerden başlanması gerektiği ortaya çıkmıştır.

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Cite This Article

Esen, M., Bilgiç, E., *, M. E. (2018). DECISION MAKING WITH TOPSIS AND K-MEDOIDS: AN APPLICATION ON CUSTOMER RECOVERY WITH R PROGRAMMING LANGUAGE. Yönetim ve Ekonomi Araştırmaları Dergisi, Cilt: 16 Sayı: 1 Özel Sayı, 221–237. https://doi.org/10.11611/yead.446094

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