Customer profitability analysis using the multicriteria decision
The customer relationship process is vital for the sustainability of an organization and to maintain the competitive advantage. This study aimed to analyze the profitability of buyers of a leather goods company, located in the São Francisco Valley Region, based on the Multicriteria Decision Analysis...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Brasil |
| Institución: | Associação Brasileira de Engenharia de Produção (ABEPRO) |
| Repositorio: | Revista Produção Online |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.www.producaoonline.org.br:article/4150 |
| Acceso en línea: | https://www.producaoonline.org.br/rpo/article/view/4150 |
| Access Level: | acceso abierto |
| Palabra clave: | Customers. PROMETHEE II. Multicriteria Decision Analysis. Profitability. Clientes. PROMETHEE II. Análise de Decisão Multicritério. Rentabilidade. |
| Sumario: | The customer relationship process is vital for the sustainability of an organization and to maintain the competitive advantage. This study aimed to analyze the profitability of buyers of a leather goods company, located in the São Francisco Valley Region, based on the Multicriteria Decision Analysis. This is a descriptive research with a qualitative and quantitative approach. The results obtained allowed the institution to study the client portfolio, which identified that consumers are the most profitable (A5, A9 and A8), based on the criteria: opportunity cost, revenue share, respect to breakeven point, quantity consumed of low flow articles and variety of articles consumed when compared to the others (30). Then, with these results, the organization may create better customer relationship strategies to make them more profitable, giving greater assertiveness in the pursuit of organizational goals. |
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