Combined application of hierarchical and non-hierarchical clustering methods in order to segment the customers in one trade chain

Combined application of hierarchical and non-hierarchical clustering methods in order to segment the customers in one trade chain

In this paper K-means clustering algorithm is applied in order to classify customers into several groups showing the similarity within a group is better than among groups. After determining the relevant client's attributes in a SQL Server database, K-means is applied in MATLAB programming envir...

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Bibliographic Details
Main Authors: Bjelobaba Goran, Savić Ana, Janićijević Stefana, Stefanović Hana
Format: Article
Language:English
Published: Visoka poslovna škola strukovnih studija Prof. dr Radomir Bojković, Kruševac 2019-01-01
Series:Trendovi u Poslovanju
Subjects:
dendrogram
cluster analysis
K-means algorithm
market segmentation
Silhouette index
Online Access:https://scindeks-clanci.ceon.rs/data/pdf/2334-816X/2019/2334-816X1901061B.pdf
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