Customer Segmentation Using Satisfaction Demanding Analysis

Customer segmentation involves an identification of distinct customer groups. Traditionally, customers were segmented by some criteria such as location, type of business, and customer value. In this paper we determine a methodology for identifying appropriate customer segments by using customer satisfaction-demanding behavior that is characterized by the disparity of derived global satisfaction and stated global satisfaction. In order to compute the derived satisfaction, two kinds of ordered weighted averaging (OWA) based methods used to assess individual customer satisfaction are presented. The proposed methods are based on the principles of multi-criteria analysis, using ordered weighted averaging aggregation techniques. These results sufficiently describe customer behavior. The implementation of the model in a real case was used for illustrating and for testing the usefulness of the proposed methods.