Regulation and Prediction of Customer's Behaviors Based on Rough Set Theory and Selectability/Rejectability Measures (Case Study: Sony Ericsson Mobile Phones)

Regarding the highly intensive competition in the market، nowadays using customer-oriented strategies is necessary for customers’ retention and attraction. Nevertheless using these kinds of strategies depends on understanding customers’ behavior patterns and classification of customers based on these patterns. The goal of the current study is to determine the strategies to deal with new customers according to the existing customers’ behavior. In order to achieve this goal، first the behavior patterns of existing customers were identified using NPS questionnaires and RST method، and then their behaviors were predicted using Selectability/ Rejectability Measures and assigning them to pre-defined classifications. This study is practical regarding the purpose and is a survey in terms of methodology، and is conducted on 250 samples of Sony Ericsson mobile phone users. The results show that reliability dimension plays an important role in influencing customers’ behavior and appropriate strategies toward new customers can be taken using current customers’ behaviors.