analyzing and prioritizing customers’ quality requirements by combining k-means, kano model and fuzzy ahp

Customer satisfaction is the main condition for competing in the global market. in the international market, customer requirements or needs have been turned into a primary concern for organizations. also, numerous studies have shown that customer satisfaction has a positive effect on organizations’ profitability. in order to attract and retain customers, it is essential to identify and classify their requirements and predict them for organizations. ideally, every organization should fully understand each of its customers, which is impossible in practice, so this study has used the market segmentation technique to identify customer needs. after the market segmentation, appropriate services should be provided for each segment to achieve customer satisfaction. one of the powerful techniques in this field is the kano model. investing in the motivational needs of customers and obtaining their satisfaction requires identifying the most important motivational needs. therefore, in this study, the combinations of the k-means, kano, and fuzzy analytic hierarchy process (fahp) methods are used.