scholarly journals Data-Supported CRM as a Lever for DMO Success: A Social Exchange Relationship Approach

2022 ◽  
pp. 319-330
Author(s):  
Birgit Bosio ◽  
Melanie Scheiber
Keyword(s):  
Social Exchange ◽  
Social Exchange Theory ◽  
Success Factors ◽  
Personal Data ◽  
Point Of View ◽  
Customer Relationship ◽  
Exchange Relationship ◽  
Customer Data ◽  
Customer Information ◽  
Critical Success

AbstractCustomer relationship management (CRM) is proving to be one of the most promising business strategies. However, in the field of destination marketing literature, a problem exists as to how data-supported CRM can be established. While customer data management has already been well exploited in other industries, DMOs lack customer proximity and data sovereignty. The aim of this paper is to fill this research gap and show how a data-based CRM can be deployed by DMOs based on the principles of social exchange theory. In 13 expert interviews, these aspects were examined from the DMO’s point of view. The results show that the exchange relationship must be established taking into account the DMO’s extraordinary conditions and critical success factors. In order to stimulate guests’ desire for dialogue or the willingness to disclose personal data, DMOs should offer high-quality customer benefits. A combination of hedonic and utilitarian benefits are found to be the most effective stimuli. In return, only the most necessary customer information should be requested and subsequently built passively. Only if the cost and benefit ratio of the exchange relationship is positive for both parties, a database for the CRM can be built in order to foster long-lasting relationships with potential and returning guests.

scholarly journals Legal AI from a Privacy Point of View: Data Protection and Transparency in Focus

2021 ◽  
pp. 181-202
Author(s):  
Cecilia Magnusson Sjöberg
Keyword(s):  
Artificial Intelligence ◽  
Data Processing ◽  
Success Factors ◽  
Personal Data ◽  
Point Of View ◽  
The Public ◽  
Critical Success ◽  
Starting Point ◽  
Access Rights ◽  
Digital Human

A major starting point is that transparency is a condition for privacy in the context of personal data processing, especially when based on artificial intelligence (AI) methods. A major keyword here is openness, which however is not equivalent to transparency. This is explained by the fact that an organization may very well be governed by principles of openness but still not provide transparency due to insufficient access rights and lacking implementation of those rights. Given these hypotheses, the chapter investigates and illuminates ways forward in recognition of algorithms, machine learning, and big data as critical success factors of personal data processing based on AI—that is, if privacy is to be preserved. In these circumstances, autonomy of technology calls for attention and needs to be challenged from a variety of perspectives. Not least, a legal approach to digital human sciences appears to be a resource to examine further. This applies, for instance, when data subjects in the public as well as in the private sphere are exposed to AI for better or for worse. Providing what may be referred to as a legal shield between user and application might be one remedy to shortcomings in this context.

Leveraging Customer Data Integration for Effective E-CRM Analytics

2011 ◽  
pp. 703-708
Author(s):  
Thomas P. Van Dyke ◽  
Hamid R. Nemati ◽  
Christopher D. Barko
Keyword(s):  
Enterprise Resource Planning ◽  
Customer Loyalty ◽  
Resource Planning ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Success Factor ◽  
Holistic View ◽  
Customer Data ◽  
Customer Information ◽  
Critical Success

A holistic view of the customer is a desirable resource in many organizations today. The findings from a recent DMG Consulting study confirm this reality—possessing integrated customer information is a critical success factor in 11 of the 12 business challenges facing organizations (Kharbanda & Dasgupta, 2001). To achieve a single customer view in today’s marketplace often characterized by increasing global competition, shrinking product lifecycles, and decreasing customer loyalty, companies are considering customer analytical technologies to uncover previously unknown and valuable insights. These insights strengthen customer relationships through greater responsiveness and customization, thereby boosting customer loyalty. Many organizations now believe one of the fundamental instruments for creating competitive advantage is deploying information technology that supports and fosters one-to-one relationships with customers (Shoemaker, 2001). This type of customized service can be achieved through customer relationship management (CRM) and electronic CRM (e-CRM) technologies, which enable organizations to maximize their customer relationships and increase profits by leveraging people, processes, and technology for more effective acquisition, retention, and cross-selling/up-selling opportunities. However, a holistic and integrated customer view remains elusive within most companies. Many businesses still struggle with a basic understanding of who their customers are, what they want, and what they contribute to or cost the company. This is due to the myriad of systems typically found in organizations that contain some form of customer data—CRM and database marketing, legacy and ERP (enterprise resource planning), customer service, order management, financial, call center, and sales force automation systems. In addition, integration complexity grows as organizations add external sources such as customer survey, demographic, credit, and lifestyle data. Integrating relevant data to enable a holistic view of the customer requires overcoming many obstacles, which typically encompass duplicate data, incompatible and conflicting definitions, and ownership/political battles.

Factores de éxito en las webs de contenidos audiovisuales. Análisis cualitativo comparado

2021 ◽  
Author(s):  
Susana Fernández-Lores ◽  
Gema Martínez-Navarro ◽  
Diana Gavilán
Keyword(s):  
Success Factors ◽  
Formal Analysis ◽  
Qualitative Comparative Analysis ◽  
Point Of View ◽  
Key Factors ◽  
Ticket Sales ◽  
Critical Success ◽  
Analysis Technique ◽  
Evolution Of Technology ◽  
Content Recommendation

The evolution of technology and the digital empowerment of society have led to the proliferation of Audiovisual Content Webs (ACWs) where users can share information and experiences, along with other commercial resources. ACWs have led to significant changes in the way users can select and access audiovisual content. The design of these websites combines various features, including a user community, streamed content, ticket sales, and recommendations, among others. Each ACW has a specific profile with respect to the mentioned variables. The aim of this study is to identify the critical success factors for a ACW, i.e., which features and the form they should take to attract followers, thus increasing the capacity to prescribe and broadcast content. Using qualitative comparative analysis (QCA), a formal analysis technique that allows the identification of combinations that produce a certain result, a sample of the 12 most representative cinema websites in Spain is analyzed. The results indicate that the incorporation of content recommendation systems and the connection with streaming platforms through which the content can be accessed are key factors in the success of these ACWs. This work contributes academically to the knowledge and explanation of audience behavior in the new audiovisual scenario. From a professional point of view, relevant design suggestions are offered to platform creators. Finally, the limitations of this work are described, and future lines of research are considered. Resumen La evolución de la tecnología y el empoderamiento digital de la sociedad ha dado lugar a la proliferación de webs de contenidos audiovisuales (WCA) donde los usuarios comparten información y experiencias, junto a otros recursos comerciales. Las WCA han provocado cambios significativos en la forma en la que los usuarios pueden seleccionar y acceder a los contenidos audiovisuales. En su diseño, estas webs combinan varias prestaciones: comunidad de usuarios, contenidos en streaming, venta de entradas o recomendaciones, entre otros. Cada WCA presenta un perfil específico respecto a las variables descritas. El objetivo del presente trabajo es identificar los factores críticos de éxito de una WCA, es decir las prestaciones y la forma que deben adoptar para captar seguidores, aumentando con ello capacidad de prescripción y difusión de contenidos. Mediante el análisis cualitativo comparado (QCA), técnica formal de análisis que permite la identificación de combinaciones que producen un determinado resultado, se analiza una muestra de las 12 webs de cine más representativas en España. Los resultados indican que la incorporación de sistemas de recomendación de contenidos y la conexión con plataformas en streaming desde las que poder acceder a los contenidos son factores claves del éxito. El trabajo contribuye académicamente al conocimiento y la explicación de la conducta de la audiencia en el nuevo escenario audiovisual. Desde el punto de vista profesional se ofrecen sugerencias relevantes de diseño para los creadores de plataformas. Por último, se describen las limitaciones del trabajo y se plantean futuras líneas de investigación.

Critical success factors in implementing Industry 4.0 from an organisational point of view: a literature analysis

2020 ◽  
Vol 12 (3) ◽  
pp. 273
Author(s):  
Miriam Bongo ◽  
Dharyll Prince Abellana ◽  
Shirley Ann Caballes ◽  
Rosein Ancheta Jr. ◽  
Celbert Himang ◽  
...  
Keyword(s):  
Industry 4.0 ◽  
Critical Success Factors ◽  
Success Factors ◽  
Point Of View ◽  
Literature Analysis ◽  
Critical Success

A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships

1984 ◽  
Vol 48 (4) ◽  
pp. 62-74 ◽  
Author(s):  
James C. Anderson ◽  
James A. Narus
Keyword(s):  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Empirical Test ◽  
Exchange Theory ◽  
Working Relationships ◽  
Exchange Relationship ◽  
Channels Of Distribution

Building upon work from social exchange theory and channels of distribution, a model of distributor-manufacturer working relationships from the distributor's perspective is presented. An initial empirical test, using a structural equation methodology, provided acceptable support of the model, given some measurement limitations. Further work on modeling both perspectives of the exchange relationship is discussed.

Critical success factors in implementing Industry 4.0 from an organisational point of view: a literature analysis

2020 ◽  
Vol 12 (3) ◽  
pp. 273
Author(s):  
Custer Deocaris ◽  
Jun Jun Obiso ◽  
Lanndon Ocampo ◽  
Celbert Himang ◽  
Shirley Ann Caballes ◽  
...  
Keyword(s):  
Industry 4.0 ◽  
Critical Success Factors ◽  
Success Factors ◽  
Point Of View ◽  
Literature Analysis ◽  
Critical Success

From social networking to willingness to disclose personal data when shopping online: Modelling in the context of social exchange theory

2021 ◽  
Vol 136 ◽  
pp. 76-85
Author(s):  
Sigitas Urbonavicius ◽  
Mindaugas Degutis ◽  
Ignas Zimaitis ◽  
Vaida Kaduskeviciute ◽  
Vatroslav Skare
Keyword(s):  
Social Networking ◽  
Social Exchange ◽  
Social Exchange Theory ◽  
Personal Data ◽  
Exchange Theory ◽  
Willingness To Disclose
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