مقاله انگلیسی رایگان در مورد ارزیابی تخفیف به عنوان یک بعد از آنالیز رفتار مشتری – تیلور و فرانسیس 2018

 

مشخصات مقاله
انتشار مقاله سال 2018
تعداد صفحات مقاله انگلیسی 17 صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
منتشر شده در نشریه تیلور و فرانسیس
نوع مقاله ISI
عنوان انگلیسی مقاله Evaluating discounts as a dimension of customer behavior analysis
ترجمه عنوان مقاله ارزیابی تخفیف به عنوان یک بعد از آنالیز رفتار مشتری
فرمت مقاله انگلیسی  PDF
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت منابع انسانی
مجله مجله ارتباطات بازاریابی – Journal of Marketing Communications
دانشگاه Department of Computer and Information Technology – Islamic Azad University of Qazvin – Iran
کلمات کلیدی خوشه بندی؛ داده کاوی؛ مدیریت ارتباط با مشتری؛ تخفیف؛ مدل RFM
کلمات کلیدی انگلیسی Clustering; data mining; customer relationship management; discount; RFM model
کد محصول E7545
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بخشی از متن مقاله:
Introduction

Today, increased competition between markets, financial pressure, and customer bargaining power have raised issues such as increasing customer value, improving customer relationship management (CRM), and forecasting customer behavior. To increase their profitability, organizations try to maximize the value of their customers using customers’ valuable information and their differences (Chang and Tsai 2011; Farooqi and Raza 2012; Khajvand et al. 2011). Customers have expectations about the price and quality of products and services. Price expectations play an important role in consumer choice processes (PK Kannan 2001). Pricing is an important decision for any business, and especially for emerging online retailers (Shim, Choi, and Suh 2012). Dynamic pricing is a pricing strategy where prices change over time. Economic theories argue that the dynamic pricing is inherently good for corporate profitability, because it allows companies to obtain a greater consumer surplus. Dynamic pricing is determined through up-selling, amount of discount and product packaging (Shim, Choi, and Suh 2012). In the online business where competition and price difference between different suppliers is high; the discount will attract different customers. Discounts encourage customers so that, in some cases, they prefer particular products or brands simply because of gifts and discounts on offer (Liang 2010). Studies indicate that prices and discounts are involved in customer expectations and guide their future behavior. The price varies according to supply and demand conditions. For example, offering lower prices to loyal customers or permanent buyers always meets their expectations. Loyal customers get more discounts, which in turn increases their loyalty (Nikumanesh and Albadvi 2014). The positive impact of discount on customer loyalty is twofold: (1) loyal customers call for rewards for their loyalty and rely on bargaining power, and (2) granting discounts by retailers is necessary for maintaining loyal customers.