Akademik Veri Yönetim Sistemi
VI. International Furniture Congress IFC2020, Trabzon, Türkiye, 2 - 05 Kasım 2020, ss.101, (Özet Bildiri)
Todays business world shaped by concepts like globalization, digitalization, growing market, sociocultural
diversity is faced with intensive data flow. Collecting, understanding, analyzing and interpreting this big data is
critical. Success in the business world is directly proportional to customer satisfaction. The concept of customer
segmentation, along with the personalization trend in individual consumption, which is becoming widespread all
over the world, helps enterprises to catch up with customer trends and to reach their target customers with the right
products, services, business models and strategies. Businesses struggling with customer segmentation under
challenging conditions of competition both use their limited resources efficiently and turn into successful and
preferred companies by offering values that meet the needs of their customers. In todays societies where change
and transformation is very rapid, existing methods also require constant updating. Studies show that most
businesses experience problems with proper customer experience management and appropriate segmentation.
SME’s are the majority of forest products and furniture industry in Turkey. The existence and applications of
customer segmentation in the furniture industry is one of the priority issues. In this study, customer segmentation
was performed in a furniture company operating in Istanbul. 3402 customers of the furniture company in 2017 and
2018 constitute the study universe. The web- based survey was shared with customers via e-mail. The responses
of 199 customers who participated in the survey were evaluated. The study is limited with the dining table. In the
study where demographic segmentation was carried out, customer orientations were interpreted and evaluated and
recommendations for the sector were developed.