Using a data-driven marketing strategy on customer relationship management: an empirical case of urban coffee shops in Taiwan

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wen-Yu Chiang
Keyword(s):  
Marketing Strategy ◽  
Customer Relationship Management ◽  
Large Scale ◽  
Relationship Management ◽  
Business Environment ◽  
Customer Relationship ◽  
Data Driven ◽  
Research Approach ◽  
Content Type ◽  
Crm System

PurposeNowadays, the agricultural business environment is expended to the whole world. Transaction records in point of sales and customer relationship management (CRM) systems can be large-scale data for long-established global chain businesses. Thus, the purpose of this paper is to using a proposed data mining approach to discover valuable markets/customers of urban coffee shop industry (retailer) in current environment of Taiwan, which can implement the industry's data-driven marketing strategy on a CRM system.Design/methodology/approachIn this research approach, Ward's method, C5.0 decision tree and a proposed model are applied for discovering valuable markets and mining useful customer rules.FindingsThese found markets and discovered rules can be applied on marketing information or CRM system for identifying valuable customers and target markets.Originality/valueIn this study, the CRM system can be the media for the data-driven marketing strategy in environment of Taiwan. The approach of this research can be applied on other businesses for their data-driven marketing strategies as well.

Establishing high value markets for data-driven customer relationship management systems

Kybernetes ◽  
2019 ◽  
Vol 48 (3) ◽  
pp. 650-662 ◽  
Author(s):  
Wen-Yu Chiang
Keyword(s):  
Customer Relationship Management ◽  
Customer Value ◽  
Large Scale ◽  
Relationship Management ◽  
Customer Relationship ◽  
Data Driven ◽  
Social Commerce ◽  
Content Type ◽  
Proposed Model ◽  
Customer Values

PurposeOnline customer relationship management (CRM) is an important issue for implementing digital marketing of electronic commerce or social commerce. The purpose of this study is to establish valuable markets for discovering customer knowledge from data-driven CRM systems for enhancing growth rates of businesses. Airline or travel agency industries are online businesses in the world. Therefore, the industries in Taiwan will be an empirical case for this study.Design/methodology/approachThis research applied a procedure with an applied proposed model for establishing valuable markets from data-driven CRM systems. However, the study used a proposed customer value model (recency, frequency and monetary [RFM]; RFM model-based), the analytic hierarchy process (AHP) procedure and a proposed equation for estimating customer values.FindingsFor enhancing the data-driven CRM marketing of the industries, in this research, the market of air travelers can be partitioned into eight markets by the proposed model. As well, the markets can be ranked by the AHP procedure. Furthermore, the travelers’ customer values can be estimated by a proposed customer value equation.Originality/valueVia the applied proposed procedure, online airlines, travel agencies or other online businesses can implement the research procedure as their data-driven marketing strategy on their online large-scale or Big Data customers’ databases for enhancing sales rates.

A Critical Review On Perception & Benefits Of Customer Relationship Management (CRM) System In Indian Private Hospitals

2016 ◽  
Vol 1 (2) ◽  
Author(s):  
Dr. Surendra Kumar ◽  
Dr. Meenakshi Srivastava
Keyword(s):  
Electronic Medical Records ◽  
Customer Relationship Management ◽  
Medical Records ◽  
Relationship Management ◽  
Customer Relationship ◽  
Research Approach ◽  
Private Hospitals ◽  
Crm System ◽  
Systems Implementation ◽  
Adoption And Implementation

The implementation of Customer relationship Management (CRM) Systems has been increased within organizations for the purposes of increasing customer loyalty accompany with decreasing expenses and increasing revenues. The perception of the benefits associated with the implementation of CRM systems is an essential step for the adoption and implementation of CRM systems. Therefore, this paper presents the study conducted to investigate the perception of the CRM systems in the private hospitals in the northern part of India as there is a lack of adoption of CRM systems in hospitals. Qualitative research approach that is interview based was adapted in the study. The management of 10 private hospitals in the northern part of India was interviewed. The results reveal that no hospital has adopted CRM system. In addition, there is a substantial lack of understanding of the benefits of CRM systems in hospitals. Some hospitals claim that the implementation of CRM system is not of their priorities and there are much important projects as the implementation of Electronic Medical Records (EMD). However, other hospitals indicate for an existence of future plan for the adoption and implementation of CRM system. Another issue that needs to be taken into consideration by the vendors of CRM systems is the high costs associated with the implementation of CRM systems in hospitals. Indeed, both the vendors of CRM systems and the managers of hospitals hold the responsibility of the lack of CRM systems implementation in hospitals.

The relationship between customer satisfaction and customer relationship management system; a case study of Ghavamin Bank

2014 ◽  
Vol 46 (4) ◽  
pp. 220-227 ◽  
Author(s):  
Alireza Rezghi Rostami ◽  
Changiz Valmohammadi ◽  
Jahan Yousefpoor
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationship ◽  
Capital City ◽  
Validity And Reliability ◽  
Statistical Population ◽  
Content Type ◽  
Crm System ◽  
The Relationship

Purpose – The purpose of this paper is to study the relationship between customer relationship management (CRM) system and customer satisfaction in branches of Ghavamin Bank in the capital city of Iran, Tehran. Design/methodology/approach – Based on the review of literature a questionnaire was designed. After the verification of its validity and reliability, the data were collected from statistical population, the customers of selected branches at Tehran city. The data were analyzed using inferential statistics and the SPSS software, and frequency distribution, distribution indexes, Pearson's correlation, and regression methods were also used. Findings – The results revealed that the four factors of CRM system, i.e. service quality, service characteristics, level of service access, and handling complaints have a positive effect on customer satisfaction in the surveyed branches of Ghavamin Bank. Research limitations/implications – The sample is restricted to only one city, so in generalizability of the obtained results caution should be taken. Originality/value – Given the ever growing importance of banking industry in Iran as a developing country, the results of this study could help policy makers of the surveyed bank to realize the importance of CRM's criteria and characteristics in increasing customer satisfaction.

Possibilities of Implementing Customer Relationship Management in the Function of Improving the Competitiveness of the Civil Engineering Sector

2015 ◽  
Vol 725-726 ◽  
pp. 977-983 ◽  
Author(s):  
Boban Melovic ◽  
Mijat Jocovic ◽  
Irina Lugovskaya ◽  
Nikolai Vatin
Keyword(s):  
Customer Relationship Management ◽  
Business Processes ◽  
Civil Engineering ◽  
Relationship Management ◽  
Business Environment ◽  
Customer Relationship ◽  
Business Strategies ◽  
Crm System ◽  
Modern Business

Modern business strategies and quality of business environment are conditions for increasing competitiveness of companies in the civil engineering sector. Basic idea of Customer Relationship Management (CRM) is to shift the focus from the product to the buyer and in that way to build quality, long term and profitable relations. Products and services must be adjusted to the demands and specifications of certain clients. CRM is not a technology but a business concept, business philosophy. Basic aim of CRM in the civil engineering sector is gaining and keeping customers with the biggest purchasing potential. The article show that the implementation of the CRM system is in the direct positive correlation with business results of the companies from the civil engineering sector. In order to make the CRM strategy successful, it is necessary to determine appropriate strategy of creating long term, sustainable and profitable relationships with buyers, then to adjust business processes of the company and if necessary to adapt the organizational structure to creating the environment which is totally focused on the buyer.

Importance of CEM in CRM-CL framework

2016 ◽  
Vol 11 (1) ◽  
pp. 91-115 ◽  
Author(s):  
Jagwinder Singh ◽  
Shivani Saini
Keyword(s):  
Customer Relationship Management ◽  
Relationship Management ◽  
Business Environment ◽  
Positive Influence ◽  
Customer Relationship ◽  
Content Type ◽  
Business Environments ◽  
Customer Experience Management ◽  
Proposed Model

Purpose – The purpose of this paper is to propose a model to understand the role of customer relationship management efforts in building, sustaining and enhancing customer loyalty (CL). Design/methodology/approach – This paper reviews extant literature in customer relationship management (CRM), customer experience management (CEM) and CL, with a particular emphasis on exploring the relationships between these proposed domains. Findings – The CRM efforts, customer acquisition, retention and experience, are suggested to have positive influence on attitudinal and behavioural loyalty. A model for testing the associations of customer relationship efforts to various forms of CL, including the satisfaction, trust and commitment as mediators in CRM-CL link are proposed. Research limitations/implications – This paper represents a first attempt to build and propose a conceptual framework of CRM–CL. This is an indicative research than a conclusive one. Therefore, research implications are to perform the empirical testing of model in different business environments. Practical implications – This application of proposed model in a business environment will be helpful for the marketing practitioners to well understand the customers’ changing expectations as well as to prioritize the marketing functions. The emphasis and right calculation about the acquisition, retention and experience decisions would be helpful to marketers to know the expected profitability of customers. Originality/value – This is the first paper to provide a comprehensive integrated model of CRM and CL to understand the effects of CRM efforts on various forms of CL.

UST Global, India: delivering software service solutions

2011 ◽  
Vol 1 (1) ◽  
pp. 1-20
Author(s):  
Balakrishnan Menon
Keyword(s):  
Customer Relationship Management ◽  
Relationship Management ◽  
Services Marketing ◽  
Subject Area ◽  
Customer Relationship ◽  
Management Service ◽  
Content Type ◽  
Customer Delight ◽  
Software Service ◽  
Offshore Development

Subject area Marketing management – services marketing specialization. Student level/applicability MBA/PGDM senior students studying services marketing as a specialization course. Case overview US Technology Private Ltd (UST) is a major software services company in India. It was started in 1999 with a few employees at an offshore development centre in Trivandrum. Now in 2010, renamed UST Global, the company has over 7,000 employees worldwide. Phenomenal success of such a software company, in the left-oriented party dominated state of Kerala, has invited the attention of many people in the industry. The company earned valuable foreign exchange through software exports for the country and the state over the last ten years. The company has created innovative service differentiators, to impress on its clients, on the advantage of doing business with the company. The cementing customer satisfaction and derived customer delight that the company has created in their clients, has secured stable customer relationship management and customer loyalty. This reinforces the trust they have shown in the services management philosophy adopted by the company. The company's unique hybrid delivery model has worked well with its clients. Its unique selling proposition of “few clients and more focus” has resulted in delight of its customers, as they see it as a value addition for their money's worth. The leadership team attributes the success of the company to its fundamental core values and twin strategy of customer centricity and employee focus. Expected learning outcomes These are: customer perception of service; purpose of customer relationship management; service differentiators; and employees' role in delivering successful software service solutions to the customer, etc. Supplementary materials Teaching notes.

Customer relationship management

2016 ◽  
Vol 34 (3) ◽  
pp. 388-410 ◽  
Author(s):  
Suhail Ahmad Bhat ◽  
Mushtaq Ahmad Darzi
Keyword(s):  
Factor Analysis ◽  
Competitive Advantage ◽  
Customer Relationship Management ◽  
Customer Loyalty ◽  
Relationship Management ◽  
Retail Banking ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Customer Knowledge ◽  
Content Type

Purpose – The purpose of this paper is to develop a comprehensive integrated model which helps in explaining the impact of Customer Relationship Management (CRM) dimensions (complaint resolution, customer knowledge, customer empowerment and customer orientation) on customer loyalty and competitive advantage of a bank. The study also explores the mediating role of customer loyalty in the relationship between CRM and competitive advantage in retail banking. Design/methodology/approach – The research is based on a theoretical model which consists of four CRM dimensions and two exogenous variables. These have been used for establishing the hypotheses to analyze relationships between the variables constituting the CRM model. The data have been collected from 278 customers of a private bank. The data were analyzed using structural equation modeling (SEM). The scale was developed and purified through factor analysis (exploratory and confirmatory factor analysis). SEM was then used to examine the causal relationships and “model fit” of the proposed model. Findings – The results provide evidence that the four CRM dimensions have a positive effect on customer loyalty and competitive advantage of the bank. Among the CRM dimensions, customer knowledge is most influential of all the dimensions. Furthermore, customer loyalty acts as the mediator in the CRM model between CRM and competitive advantage. Research limitations/implications – Since, the study involved a single bank and therefore the results should be generalized cautiously. Only four CRM variables were included in the study; additional variables can be introduced in further studies involving different contexts. Practical implications – The study highlights and supports the need for mangers to devote additional resources toward developing a better CRM system. Therefore, mangers need to think beyond the technological aspects and should focus on these four dimensions, especially customer knowledge, to enhance the loyalty and competitiveness. Originality/value – The paper investigated hitherto unexplored relationships between customer-centric CRM dimensions instrumental in providing competitive advantage to a bank through mediational analysis. Thus, it contributes to the information on the implementation of CRM practices valuable for banking sector.

A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pasquale Del Vecchio ◽  
Gioconda Mele ◽  
Evangelia Siachou ◽  
Gloria Schito
Keyword(s):  
Big Data ◽  
Customer Relationship Management ◽  
Research Agenda ◽  
International Marketing ◽  
Relationship Management ◽  
Customer Relationship ◽  
Future Research ◽  
Content Type ◽  
Future Research Agenda ◽  
Structured Literature Review

PurposeThis paper aims to advance the international marketing debate by presenting the results of a structured literature review (SLR) focusing on Big Data implementation in customer relationship management (CRM) strategizing. It outlines past and present literature and frames a future research agenda.Design/methodology/approachThe research analyzes papers published in journals from 2013 to 2020, deriving significant insights about Big Data applications in CRM. A sample of 48 articles indexed at Scopus was preliminarily submitted for bibliometric analysis. Finally, 46 papers were analyzed with content and a bibliometric analysis to identify areas of thematic specializations.FindingsThe paper presents a conceptual multilevel framework demonstrating areas of specialization emerging from the literature. The framework is built around four coordinated sequences of actions relevant to “why,” “what,” “who” and “how” Big Data is implemented in CRM strategies, thus supporting the conception and implementation of an internationalization marketing strategy.Research limitations/implicationsImplications for the development of the future research agenda on international marketing arise from the comprehension of Big Data in CRM strategy.Originality/valueThe paper provides a comprehensive SLR of the articles dealing with models and processes of Big Data for CRM from an international marketing perspective. Despite these issues' relevance and the increasing literature focused on them, research in this area is still fragmented and underexplored, requiring more systematic and holistic studies.

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