بخش‌ بندی مراکز خرید و مشتریان مراکز غذایی

هدف این مقاله، بخش‌ بندی مراکز خرید و مشتریان مراکز غذایی است. ابتدا شاخص‌ های مرتبط با بخش‌ بندی، براساس پیشینه شناسایی و در دو بُعد عینی و ذهنی طبقه ‌بندی و سپس براساس نظر پنج خبرۀ دانشگاهی و شش خبرۀ شرکت بومی‌ سازی شد. پس از بومی ‌سازی شاخص‌ها و تایید طبقه ‌بندی انجام شده، از شرکت خواسته شد تا مراکز خرید و مشتریان با بیشترین درآمد برای شرکت را انتخاب نمایند. در مرحله بعد، ماتریس‌های تصمیم برای 109 مرکز خرید و 50 مشتری تشکیل شد. با پیاده ‌سازی گام‌های روش تعیین رجحان ترتیبی با تشابه به پاسخ ایده‌آل روی ماتریس‌های تصمیم، نمرۀ نهائی مراکز خرید و مشتریان در ابعاد عینی و ذهنی به دست آمد. در نهایت، مراکز خرید و مشتریان منتخب در چهار بخش قرار گرفتند. با نظرسنجی از مدیران مراکز غذایی در مورد نتایج پژوهش، راهکارهایی برای بهبود عملکرد مراکز خرید و بهبود روابط شرکت با مشتریان در حوزه ‌های مدیریت روابط با تامین ‌کنندگان و مدیریت روابط با مشتریان ارائه شد. از آنجا که پژوهش‌های گذشته، موضوع بخش‌ بندی را معمولاً از جنبه عرضه یا تامین ‌کننده بررسی کرده‌ اند، در نظرگرفتن هر دو جنبۀ عرضه و تقاضا به طور همزمان، شناسائی شاخص‌های مناسب برای آن‌ها و طبقه‌ بندی آن‌ها در دو بعد عینی و ذهنی و به‌کارگیری آن در دنیای واقعی می ‌تواند برای پژوهشگران مفید واقع شود.

segmentation of shopping centers and customers of food centers

introduction: supplier segmentation (ss) makes supplier relationships management (srm) easier, especially when the number of suppliers is large. ss creates value and synergy in relation with the supplier. ss as a step between the two strategic activities of supplier selection and srm obtains distinct groups of suppliers based on their similarities. in the field of marketing, segmentation usually refers to the aspect of market demand, in which the goal of companies is to segment groups of customers with similar needs and demands. past researches have usually considered one of the aspects of supply or demand for segmentation and have not investigated the issue of segmentation from both aspects (supply and demand). when a company (manufacturing or service) has segmentation information about the status of its customers and shopping centers at the same time, it can be successful in policies. in this paper, shopping centers (supply side) and customers (demand side) of food center company (fcc) are segmented using the topsis technique.methodology: first, the criteria related to the segmentation of shopping centers and customers are identified separately based on the literature and after localization by the managers of the fcc, they are classified in two objective and subjective dimensions. after localization of criteria, four decision matrixxs are formed for 109 shopping centers and 50 customers. by implementing topsis steps on the decision matrixes of shopping centers and customers, the final score of shopping centers and customers is obtained in objective and subjective dimensions. finally, shopping centers and customers are selected in four sections, namely shopping centers/customers with weak objective and subjective dimensions, shopping centers/customers with strong objective dimension and weak subjective dimension, shopping centers/customers with weak objective dimension and strong subjective dimension, and shopping centers/customers with objective and strong subjective dimensions are placed. by sharing the segmentation results with the managers of the fcc and consulting with them, solutions for improving the performance of shopping centers and improving the relations of the fcc with customers in the areas of supplier relationship management and customer relationship management are presented.results discussion: after studying the literature, 19 criteria related to customer segmentation and 19 criteria related to shopping centers were identified. after receiving experts’ opinions, 11 criteria for segmenting customers and 16 criteria for segmenting shopping centers were recognized as final criteria. segmentation results of shopping centers show that 32 shopping centers were placed in section 1, 4 shopping centers in section 2, 31 shopping centers in section 3 and 42 shopping centers in section 4. segmentation results of customers show that 19 customers were placed in section 1, 4 customers in section 2, 16 customers in section 3 and 11 customers in section 4.the customers of section 1 are the weakest customers of the fcc.