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The purpose of this paper is to determine the best approach to customer segmentation and to extrapolate associated rules for this based on recency, frequency and monetary (RFM) considerations as well as demographic factors. In this study, the impacts of RFM and demographic attributes have been challenged in order to enrich factors that lend comprehension to customer segmentation. Different types of scenario were designed, performed and evaluated meticulously under uniform test conditions. The data for this study were extracted from the database of a global pizza restaurant chain in Turkey. This paper summarizes the findings of the study and also provides evidence of its empirical implications to improve the performance of customer segmentation as well as achieving extracted rule perfection via effective model factors and variations. Accordingly, marketing and service processes will work more effectively and efficiently for customers and society. The implication of this study is that it explains a clear concept for interaction between producers and consumers.

Customer relationship management, which aims to manage record and evaluate customer interactions, is generally regarded as a vital tool for companies that wish to be successful in the rapidly changing global market. The prediction of customer behaviors is a strategically important and difficult issue because of the high variance and wide range of customer orders and preferences. So to have an effective tool for extracting rules based on customer purchasing behavior, considering tangible and intangible criteria is highly important. To overcome the challenges imposed by the multifaceted nature of this problem, the authors utilized artificial intelligence methods, including k-means clustering, Apriori association rule mining (ARM) and neural networks. The main idea was that customer clusters are better enhanced when segmentation processes are based on RFM analysis accompanied by demographic data. Weighted RFM (WRFM) and unweighted RFM values/scores were applied with and without demographic factors and utilized to compose different types and numbers of clusters. The Apriori algorithm was used to extract rules of association. The performance analyses of scenarios have been conducted based on these extracted rules. The number of rules, elapsed time and prediction accuracy were used to evaluate the different scenarios. The results of evaluations were compared with the outputs of another available technique.

The results showed that having an appropriate segmentation approach is vital if there are to be strong association rules. Also, it has been determined from the results that the weights of RFM attributes affect rule association performance positively. Moreover, to capture more accurate customer segments, a combination of RFM and demographic attributes is recommended for clustering. The results’ analyses indicate the undeniable importance of demographic data merged with WRFM. Above all, this challenge introduced the best possible sequence of factors for an analysis of clustering and ARM based on RFM and demographic data.

The work compared k-means and Kohonen clustering methods in its segmentation phase to prove the superiority of adopted segmentation techniques. In addition, this study indicated that customer segments containing WRFM scores and demographic data in the same clusters brought about stronger and more accurate association rules for the understanding of customer behavior. These so-called achievements were compared with the results of classical approaches in order to support the credibility of the proposed methodology. Based on previous works, classical methods for customer segmentation have overlooked any combination of demographic data with WRFM during clustering before proceeding to their rule extraction stages.

Using a dynamic capabilities approach, the present study aims to identify and assess the effects of organizational determinants on capabilities underlying Industry 4.0 design principles, such as integration, virtualization, real-time, automation and servitization.

PLS-SEM enables a two-stage hierarchical latent variable reflective-formative model which was used for assessing the effect of organizational determinants on Industry 4.0 design principles. Five hundred six manufacturing companies constitute the effective sample, representing a population of manufacturing companies in an industrialized country.

The findings reveal that Industry 4.0 design principles extensively depend on digitalization resource availability. At the same time, companies that possess digitalization and change management capabilities tend to devote more resources to digitalization. Finally, the paper reveals that networking and partnership capability is the critical enabler for change management and digitalization capabilities.

The paper provides empirical evidence that the successful development of Industry 4.0 design principles and their underlying integration, virtualization, real-time, automation and servitization capabilities are resource dependent, requiring significant upfront investment and continuous resource allocation. Further, the study implies that companies with networking and partnership, change management and digitalization capabilities tend to allocate more resources for Industry 4.0 transformation.

Exclusively focusing on empirical research that reported applied insights into determinants of Industry 4.0 design principles, the study offers unique implications for promoting Industry 4.0 digital transformation among manufacturing companies.