Havacılık ve Uzay Teknolojileri Dergisi (Jul 2020)
Customer Segmentation Based on Self-Organizing Maps: A Case Study on Airline Passengers
Abstract
Customer segmentation is acustomer grouping modelbased on common featuresand it directly relates with customer satisfaction of the companies.It provides access to the right customer with the right methods by knowing the customer better. Dealing with changes in a competitive market means airlines haveto redefine customer segmentations, which translates from social-demography to a more complex behavioral approach that covers the entire travel experience and the way airlines deliver at every touch point. In this paper, a customer segmentation was performed using an airline ticket sales dataand focused on two concepts such as customer loyalty and customer return.Customers with similar sales tendencies were clustered by using self-organizing map method and totally 15 clusters were obtained.In purchasing trends, the highest return was obtained in cluster 2 and the minimum return in cluster 6. Loyalty rate was calculated as 38% and it was seen that the most loyal customer profile was in the cluster12.
