کاربرد شبکه های عصبی مصنوعی برای شناسایی مشتریان راضی خدمات پس از فروش خودرو

مدیریت بهره‌وری

مقاله 1، دوره 4، 2(13)تابستان، شهریور 1389، صفحه 7-38   

نوع مقاله: علمی پژوهشی

نویسندگان

علیرضا فضل زاده^{* 1}؛ محمدصادق زینلی کرمانی²

¹عضو هیئت علمی(استادیار) دانشگاه تبریز

²دانشجوی کارشناسی ارشد مدیریت بازرگانی مؤسسه آموزش عالی ارس تبریز

چکیده

هدف این تحقیق توسعه یک مدل از شبکه های عصبی برای شناسایی مشتریان راضی برای بازاریابی ارایه سرویس های تعمیراتی خودروها بود. داده ها از بررسی ده سرویس دهنده خدمات خودرویی در ایران بدست آمدند. شبکه های عصبی چند لایه با تابع آموزش تانژانت هایپربولیک با الگوریتم آموزشی پیش خور برای ساخت مدل شناسایی به کار گرفته شد. نتایج مشخص ساخت که دقت مدل شناسایی آزمایش روی مدل بزرگتر از آن است که اتفاقی به نظر برسد. در خلال یک سری وزن های خاص موجود، اعتبار کلی هر یک از متغیرهای مستقل تولید شده کاملاً روشن می شود. این تحقیق تایید کرد که مدل شبکه عصبی برای شناخت الگوهای موجود داده های مشتری قابل استفاده است. مزایای استفاده از نقاط قوت مدل نشان داده شده است. مؤلفان معتقدند که مدل مفید است و به عنوان ابزار تحلیلی برای بازاریاب های خدمات تعمیراتی خودروها برای طراحی استراتژی بازار، مناسب است.

کلیدواژه‌ها

خدمات پس از فروش خودرو؛ شبکه های عصبی چند لایه؛ استراتژی بازاریابی؛ رضایت مشتری

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