Attracting and Retaining Customers by Axiomatic Design and Incomplete Rough-Set Theory

  • Neda Mizani
  • Reza Sheikh
  • Atena Gholami
  • Shib Sankar Sana
Original Paper


Customer is the most important source of added value in the company. So attracting and retaining the customers is vital in the competitive market. Identifying the effective factors on customer’s loyalty can help managers to make decisions related to maintaining and creating loyal customers. Customer’s behavioral structure designing based on axiomatic design technique reveals the logical actions and reactions between customers and the business environment. In this paper, customer’s behavior is designed based on axiomatic design technique in light of the rapid growth of data sets. The incomplete rough set theory is used in order to deal with missing data which may occur eventually in big data set. Thus customer’s behavioral rules are explored applying incomplete rough-set theory in data set of mobile phones. As a result, managers of a mobile phone companies can find out the appropriate strategies by mapping incomplete rough-set theory with axiomatic designed structure in order to attract and retain the customers.


Customer loyalty Axiomatic design Incomplete rough set 


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Copyright information

© Springer (India) Private Ltd., part of Springer Nature 2018

Authors and Affiliations

  • Neda Mizani
    • 1
  • Reza Sheikh
    • 1
  • Atena Gholami
    • 1
  • Shib Sankar Sana
    • 2
  1. 1.Industrial Engineering and ManagementShahrood University of TechnologyShahroodIran
  2. 2.Department of MathematicsBhangar MahavidyalayaBhangarIndia

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