Improved market segmentation by fuzzifying crisp clusters: A case study of the energy market in Spain

作者：

Highlights：

• A new segmentation approach combining cluster analysis with a fuzzy learning technique.

• A pioneering application to the Energy Industry in Spain.

• A fuzzification of crisp attitudinal segments.

• Allows for an improved interpretation of the results in marketing cluster analysis.

• Helps to narrow the gap between Artificial Intelligence and marketing decision-making.

摘要

•A new segmentation approach combining cluster analysis with a fuzzy learning technique.•A pioneering application to the Energy Industry in Spain.•A fuzzification of crisp attitudinal segments.•Allows for an improved interpretation of the results in marketing cluster analysis.•Helps to narrow the gap between Artificial Intelligence and marketing decision-making.

论文关键词：Customer segmentation,Fuzzy operators,Learning systems,Business case,Fuzzy segmentation

论文评审过程：Available online 13 October 2014.

论文官网地址：https://doi.org/10.1016/j.eswa.2014.09.044