Classification of Customers\' Needs and Analyzing Their Behavior

Abstract

Abstract The purpose of this paper is to propose an integrated model of Kano and Association rules for classification of customers' needs and analyzing their behavior. Statistical population of this research includes customers of Saman Bank of Qom. After random sampling, 144 questionnaires have been used for data analysis. After data collection, the needs of customers have been classified using the Kano methodology and then the relationship between customers demographical characteristics and results of the Kano model have been discovered. The findings show that customers' demographical characteristics have obviously influenced their typical needs. The results of this paper can be effectively used in marketing strategies formulation for achieving customer satisfaction as well as in market segmentation.

Keywords

• Keywords: Kano model
• Data mining
• Association rules
• Customer satisfaction