regulation and prediction of customers’ behavior according to rough set theory and selectability/rejectability measures (case study: sony ericsson mobile phone)

regarding the highly intensive competition in the market, nowadays using customer-oriented strategies is necessary for retention and attraction of the costumers. nevertheless, using those kinds of strategies depends on understanding customer behavior patterns and classification of customers in accordance with those patterns. the current study aims to determine the strategies for dealing with new customers according to the natural rules dominating customers’ behavior. in order to achieve this goal (understanding customers’ behavior pattern), quickly classify the customers, and take the appropriate strategy, first the pattern ruling the behavior pattern of sony ericson cell phone users was suggested using nps and rst questionnaires, and then their behaviors were predicted using selectability/rejectability measures assigning them to defined classes according to rst. this study is of a practical kind regarding the purpose and is a survey from a methodology point of view. the results show that reliability dimension is important and strategies toward new customers can be taken using current customers’ behavior.