KARAYOLU TAŞIMACILIĞI SEKTÖRÜNDE MÜŞTERİ ANALİTİĞİ: BİR VAKA ÇALIŞMASI

Yıl 2020, Cilt: 11 Sayı: 21, 85 - 117, 30.06.2020

Ayşenur Budak

https://doi.org/10.36543/kauiibfd.2020.005

Cited By: 1

Öz

Müşteri analitiği, hızlı değişen pazarlarda ve kar marjlarının
küçüldüğü alanlarda istatistiksel analiz yöntemleri ile kârlı
müşterilerin elde tutulması için firmaya daha hızlı, dinamik ve isabetli kararlar almalarına yardımcı olan bir
araştırma alanıdır. Karayolu taşımacılığı sektörü büyüyen, gelişen ve önemini
arttıran bir alan konumundadır. Bu yüzden lojistik firmaları anlık ve hızlı bir
şekilde veriyi kullanarak doğru kararları almak istemektedirler. Lojistik
firması müşterilerine, kamyoncudan elde ettiği fiyatın üstüne bir kar marjı
koyarak sunmaktadır.  Bu kapsamda  müşteri bazlı bir kar marjı öneri ve
tahminleme sistemi geliştirilmiştir. Uygulama Türkiye’de karayolu taşımacılığı
yapan bir firma üzerinden gerçekleştirilmiştir. Tasarlanan bu metodoloji kestirimsel
analitik (predictive analytics) yöntemlerini içermektedir. Öncelikle ilk
aşamada müşteri segmentasyonu gerçekleştirilmiştir. İkinci aşamada kar marjı
tahminlemede, CHAID, CART ve doğrusal regresyon yöntemleri kullanılmıştır. Elde
edilen en iyi küme senaryosu, değişken olarak bu modellere eklenip senaryolar
oluşturulmuştur. Bu sayede tahmin performansları karşılaştırılmıştır. CHAID
yönteminin kar marjı tahminlemede en iyi sonucu verdiği belirlenmiştir. 

Anahtar Kelimeler

Müşteri analitiği, karayolu taşımacılığı, veri analitiği

Destekleyen Kurum

TUBİTAK

Proje Numarası

1059B141600618

Teşekkür

Bu çalışmanın bir kısmı TUBİTAK tarafından 1059B141600618 kodu ile desteklenmiştir.

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