# American Institute of Mathematical Sciences

July  2011, 7(3): 531-558. doi: 10.3934/jimo.2011.7.531

## Developing a new data envelopment analysis model for customer value analysis

 1 Department of Industrial Management, Faculty of Management and Accounting, Islamic Azad University-Karaj Branch, P. O. Box: 31485-313, Karaj, Iran, Iran, Iran

Received  March 2010 Revised  March 2011 Published  June 2011

This paper proposes an application of data envelopment analysis (DEA) to measure the value of customers. In order to distinguish between expectations and needs of profitable and unprofitable customers and to allocate marketing investments among them, customers are compared with each other and ranked in a customer value pyramid. To this end, we use a combination of the Banker, Charnes and Cooper (BCC) model [3], assurance region (AR) model, and cross-efficiency evaluation. A numerical example demonstrates the application of the proposed model in an Iranian manufacturing company.
Citation: Mahdi Mahdiloo, Abdollah Noorizadeh, Reza Farzipoor Saen. Developing a new data envelopment analysis model for customer value analysis. Journal of Industrial & Management Optimization, 2011, 7 (3) : 531-558. doi: 10.3934/jimo.2011.7.531
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