Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank

Detalhes bibliográficos
Autor(a) principal: Simic, Slavisa
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/32047
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
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spelling Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bankCRMClient segmentationIndustrial client segmentationK-Means SOMSDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementMany companies of the contemporary economy have a large number of customers, and each of these represents almost as many different sets of needs and expectations which have become more and more complex, demanding and sophisticated over time. As it is impossible to treat every customer completely individually, let alone to provide them with fully customized products and services, it is clearly evident that they should be divided into a few groups in a reasonable manner, of course. Even though client segmentation has been present for many years, companies still struggle to use it correctly. They are trying to implement it properly as well as to integrate it into marketing strategy (Dibb & Simkin, 2009, p. 219). Instead of helping in more important, strategic areas, such as products and services innovation, pricing, and distribution channel selection, market segmentation has often been narrowly used for the needs of advertising (Yankelovich & Meer, 2006, p. 1). While the consumer market segmentation has been a challenging task for marketers, it has been an even more difficult job for those of industrial markets, or as Kukulas (2012, p. 2) had neatly illustrated with an example; whereas consumer marketers go fishing, business-to-business marketers have to fish for sharks. The business market segmentation is known to be much less developed in comparison to the consumer segmentation. However, some techniques of the latter can be also applied to the industrial markets. Yet, unless they want to be led into the wrong direction, practitioners have to be very careful about choosing and refining the appropriate variables on which to segment (Zimmerman & Blythe, 2013, p. 121).Henriques, Roberto André PereiraRUNSimic, Slavisa2018-03-08T18:17:32Z2016-01-182016-01-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/32047TID:201125307enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-10T15:43:00ZPortal AgregadorONG
dc.title.none.fl_str_mv Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank
title Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank
spellingShingle Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank
Simic, Slavisa
CRM
Client segmentation
Industrial client segmentation
K-Means SOMS
title_short Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank
title_full Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank
title_fullStr Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank
title_full_unstemmed Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank
title_sort Business customers segmentation with the use of K-means and self-organizing maps : an exploratory study in the case of a Slovenian bank
author Simic, Slavisa
author_facet Simic, Slavisa
author_role author
dc.contributor.none.fl_str_mv Henriques, Roberto André Pereira
RUN
dc.contributor.author.fl_str_mv Simic, Slavisa
dc.subject.por.fl_str_mv CRM
Client segmentation
Industrial client segmentation
K-Means SOMS
topic CRM
Client segmentation
Industrial client segmentation
K-Means SOMS
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
publishDate 2016
dc.date.none.fl_str_mv 2016-01-18
2016-01-18T00:00:00Z
2018-03-08T18:17:32Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/32047
TID:201125307
url http://hdl.handle.net/10362/32047
identifier_str_mv TID:201125307
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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