Customer classification: A Mamdani fuzzy inference system standpoint for modifying the failure mode and effect analysis based three dimensional approach

作者：

Highlights：

• A fuzzy logic based approach is proposed for customer classification.

• Mamdani MISO FIS is utilized to modify a FMEA based customer classification methodology.

• Marketing practitioners should not classify customers regardless of the context – market type – they are planning for.

• They may encounter four potential market scenarios, including monopoly-business, competition-business, monopoly-consumer and competition-consumer markets.

摘要

•A fuzzy logic based approach is proposed for customer classification.•Mamdani MISO FIS is utilized to modify a FMEA based customer classification methodology.•Marketing practitioners should not classify customers regardless of the context – market type – they are planning for.•They may encounter four potential market scenarios, including monopoly-business, competition-business, monopoly-consumer and competition-consumer markets.

论文关键词：Fuzzy sets,Fuzzy logic,Fuzzy inference system,Customer classification,Loyalty,FMEA

论文评审过程：Received 4 April 2021, Revised 10 July 2021, Accepted 8 August 2021, Available online 13 August 2021, Version of Record 21 August 2021.

论文官网地址：https://doi.org/10.1016/j.eswa.2021.115753