A Multicriteria Customer Classification Method in Supply Chain Management

Felipe Barrera, Marina Segura () and Concepción Maroto
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Felipe Barrera: Santalucía Chair of Analytics for Education, Universidad Pontificia Comillas, Calle de Alberto Aguilera, 23, 28015 Madrid, Spain
Marina Segura: Department of Financial and Actuarial Economics & Statistics, Universidad Complutense de Madrid, 28223 Madrid, Spain
Concepción Maroto: Department of Applied Statistics and Operational Research and Quality, Universitat Politècnica de València, 46022 Valencia, Spain

Mathematics, 2024, vol. 12, issue 21, 1-22

Abstract: Since Kraljic’s strategic matrix was applied to supply chain management, classification of items, suppliers, and customers has become of increasing interest to research and companies. The aim of this research is to develop an easily interpretable multicriteria classification matrix method and validate it in real-world scenarios with a robustness analysis. This method assigns alternatives to one of four classes defined by critical dimensions that integrate several evaluation criteria. Initially, a global search pre-classifies the alternatives using the PROMETHEE net flows. Then, two local searches are carried out that make use of the discriminant properties of the net flow signs to improve the quality of the assignments. This approach is specifically applied to pre-classified alternatives near the boundary between two or more categories. The method has been validated by segmenting thousands of customers. Four customer segments were identified: strategic, collaborative, transactional, and non-preferred. A comparison was made between the results and those derived from an alternative method. Through an extensive sensitivity analysis, the proposed method was shown to be robust to parameter variation, highlighting its reliability in real dynamic contexts. The method provides valuable, easily interpretable information, which constitutes the basis for developing personalised strategies to enhance customer relationship management.

Keywords: multiple criteria analysis; matrix classification algorithm; supply chain management; customer segmentation; RFM dimension; MCDM; GLNF; PROMETHEE (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2024
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