Publicação
Customer value assessment of Sichuan Mobile
| Resumo: | The present research aims to contribute with the evaluation and a segmentation index criterion of the customer group value in order to improve knowledge to the telecommunication industry, in value assessment and in market subdivision based on customer value. This thesis gives practical instrument measure and guiding suggestions to a deeper customer value assessment, combining characteristics of the communication industry in China, based on outstanding domestic and foreign research results and taking the group customers of China Mobile Sichuan Company. A first brief crossing between theoretical backgrounds of customer value assessment, segmentation concept and group customer, allowed the selection and choices of the methodology and the variables that influence group customer value. The following empirical step complemented the development of the assessment index system to calculate the group customer value and the following cluster analysis. The results obtained included the industry experts' experience, which help the identification of the 14 factors that influence the group customer value and the data analysis from 2000 group customers, which has been extracted from the mobile BOSS system. Factor analysis and analytic hierarchy process (AHP) method are used to calculate weights of indexes. Finally, based on current value, potential value, social value and the total value, clusters with typical characteristics are discovered using K-means clustering method. And corresponding marketing strategy is put forward. |
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| Autores principais: | Wang, Yingjie |
| Assunto: | Customer value assessment Customer segmentation Factor analysis Analytic hierarchy process(AHP) Valor de cliente Segmentação de clientes Análise factorial Processo hierárquico (AHP) |
| Ano: | 2012 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The present research aims to contribute with the evaluation and a segmentation index criterion of the customer group value in order to improve knowledge to the telecommunication industry, in value assessment and in market subdivision based on customer value. This thesis gives practical instrument measure and guiding suggestions to a deeper customer value assessment, combining characteristics of the communication industry in China, based on outstanding domestic and foreign research results and taking the group customers of China Mobile Sichuan Company. A first brief crossing between theoretical backgrounds of customer value assessment, segmentation concept and group customer, allowed the selection and choices of the methodology and the variables that influence group customer value. The following empirical step complemented the development of the assessment index system to calculate the group customer value and the following cluster analysis. The results obtained included the industry experts' experience, which help the identification of the 14 factors that influence the group customer value and the data analysis from 2000 group customers, which has been extracted from the mobile BOSS system. Factor analysis and analytic hierarchy process (AHP) method are used to calculate weights of indexes. Finally, based on current value, potential value, social value and the total value, clusters with typical characteristics are discovered using K-means clustering method. And corresponding marketing strategy is put forward. |
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