scholarly journals Prerequisites for Customer Orientation

2017 ◽  
Vol 6 (2) ◽  
pp. 343
Author(s):  
Erwin Schlögl
Keyword(s):  
Customer Relationship Management ◽  
Success Factors ◽  
Process Management ◽  
Customer Orientation ◽  
Global Market ◽  
Customer Relationship ◽  
Relation Marketing ◽  
Collaboration Process ◽  
A Company

A highly competitive global market means numerous opportunities as well as numerous threats and challenges. Products become increasingly indistinguishable. Companies need therefore to develop concepts and strategies for relationships with their customer. For this purpose, a comprehensive consideration is necessary. The shift from transaction marketing to relation marketing already took place, and the focus is on the customer. Customer relationship management seems to provide possible solutions for competitive markets. The CRM hype is ongoing even though failing rates of CRM implementations up to 75 percent are reported. One of the success factors for CRM implementation is orientation toward the customer. Customer orientation requires various different measures like change management, cross functional collaboration, process management, employee commitment and the support as well as the encouragement from the owners or investors of a company. Internal marketing is necessary to convince employees to switch from functional to cross functional thinking. Customer orientation is a strategy, a journey and a long term undertaking and requires continuous review and improvement. The paper provides with a comprehensive insight on necessary factors for a customer orientation.

Customer Relationship Management and Data Mining

2016 ◽  
pp. 1362-1401
Author(s):  
Niccolò Gordini ◽  
Valerio Veglio
Keyword(s):  
Data Mining ◽  
Customer Relationship Management ◽  
Customer Value ◽  
Relationship Management ◽  
Global Market ◽  
Customer Relationship ◽  
Digital Revolution ◽  
Marketing Activities ◽  
Potential Customers

In the global market of today, Customer Relationship Management (CRM) plays a fundamental role in market-oriented companies to understand customer behaviors, achieve and maintain a long-term relationship with them, and maximize the customer value. Moreover, the digital revolution has made information easy and fairly inexpensive to capture. Thus, companies have stored a large amount of data about their current and potential customers. However, this data is often raw and meaningless. Within the CRM framework, Data Mining (DM) is a very popular tool for extracting useful information from this data and for predicting customer behaviors in order to make profitable marketing decisions. This research aims to demonstrate the classification decision tree as one of the main computational data mining models able to forecast accurate marketing performance within global organizations. Particular attention is paid to the identification of the best marketing activities to which firms should concentrate their future marketing investments. The criteria is based on the loss functions that confirm the accuracy of this model.

scholarly journals Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan pada Maskapai Penerbangan Garuda Indonesia Melalui Program Frequent Flyer

2019 ◽  
Vol 3 (6) ◽  
pp. 30
Author(s):  
Eva Dwi Sundari
Keyword(s):  
Customer Relationship Management ◽  
Customer Loyalty ◽  
Relationship Management ◽  
Customer Relationship ◽  
Primary Data ◽  
Frequent Flyer ◽  
Research Findings ◽  
Almost All ◽  
A Company

The aim of this study is to examine the effect of Customer Relationship Management (CRM) on customer loyalty on Garuda Indonesia airlines through frequent flyer programs. The study sample was taken from Garuda Indonesia passengers over the age of 18 years. Primary data was collected through convenience sampling. Regression analysis is used to test hypothese. There is the influence of Customer Relationship Management on Customer Loyalty on Garuda Indonesia airlines, there is a Frequent Flyer influence on customer loyalty on Garuda Indonesia airlines, there is a frequent flyer influence to moderate Customer Relationship Management to Garuda Indonesia Customer Loyalty, there is the effect of Customer Relationship Management, Frequent Flyer for Garuda Indonesia airlines. It is better if further research is conducted in the long term, so that Garuda Indonesia CRM can be explored more far. While Garuda Indonesia's services cover almost all of Indonesia and several other countries. The literature that discusses CRM is still not much so that the dimensions of dimension elaboration are still limited. Research findings reveal the need and importance of a company to continuously improve Customer Relationship Management. This study shows the need to emphasize the use of critical customer loyalty and to recognize the nature and importance of frequent flyer moderation effects. The value of this research is a combined and practical theory and finds four management implications and three practical implications.

scholarly journals CRM adoption factors in the gaming industry

2020 ◽  
Vol 25 (1) ◽  
pp. 1-23
Author(s):  
Armand Faganel ◽  
Mitja Constantini
Keyword(s):  
Customer Relationship Management ◽  
Success Factors ◽  
Human Factor ◽  
Customer Relationship ◽  
Data Driven ◽  
Anova Analysis ◽  
Gaming Industry ◽  
Critical Success ◽  
Customer Experience Management ◽  
A Company

The aim of this paper is to evaluate critical success factors and investigate the benefits that might be gained by adopting Customer Relationship Management (CRM) in the gaming industry from the perspective of individuals involved in the process of adopting the CRM. A total number of 109 casinos’ managers from all over the world have been surveyed about the factors’ importance for the CRM adoption. Based on the multiple regression and ANOVA analysis, an estimated function of the influence of the most important umbrella factors – human, project and technological, for the success of CRM project in a company has been formulated. The highest rated elements in successful cases of CRM adoption are almost entirely bound to human factor. CRM systems are estimated to evolve further into a direction of individual customer experience management and become more and more intelligent, integrated and data-driven.

Customer Relationship Management and Data Mining

2015 ◽  
pp. 789-828
Author(s):  
Niccolò Gordini ◽  
Valerio Veglio
Keyword(s):  
Data Mining ◽  
Customer Relationship Management ◽  
Customer Value ◽  
Relationship Management ◽  
Global Market ◽  
Customer Relationship ◽  
Digital Revolution ◽  
Marketing Activities ◽  
Potential Customers

In the global market of today, Customer Relationship Management (CRM) plays a fundamental role in market-oriented companies to understand customer behaviors, achieve and maintain a long-term relationship with them, and maximize the customer value. Moreover, the digital revolution has made information easy and fairly inexpensive to capture. Thus, companies have stored a large amount of data about their current and potential customers. However, this data is often raw and meaningless. Within the CRM framework, Data Mining (DM) is a very popular tool for extracting useful information from this data and for predicting customer behaviors in order to make profitable marketing decisions. This research aims to demonstrate the classification decision tree as one of the main computational data mining models able to forecast accurate marketing performance within global organizations. Particular attention is paid to the identification of the best marketing activities to which firms should concentrate their future marketing investments. The criteria is based on the loss functions that confirm the accuracy of this model.

The effect of customer relationship management (CRM) dimensions on hotel customer’s satisfaction in Kashmir

2020 ◽  
Vol 6 (3) ◽  
pp. 601-620
Author(s):  
Maraj Rahman Sofi ◽  
Irfan Bashir ◽  
Mohammad Ashraf Parry ◽  
Altaf Dar
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship Management ◽  
Customer Orientation ◽  
Relationship Management ◽  
Customer Relationship ◽  
Content Type ◽  
Customer Information ◽  
Hospitality Sector ◽  
Hotel Managers

Purpose The study aims to investigate the effect of four customer relationship management (CRM) dimensions, namely, customer orientation, customer relationship management organization, managing knowledge and CRM based technology, on customer satisfaction in the hospitality sector of Kashmir. Design/methodology/approach A survey instrument with a slight modification is adapted from literature and is exercised on the customers of three- and four-star hotels operating in Kashmir. A total of 176 responses received using systematic random sampling were subjected to exploratory factor and regression analyses to uncover the underlying relationships among dependent and independent variables. Findings The results revealed a significant and positive relationship between CRM dimensions, namely, customer orientation, managing knowledge and CRM organization on customer satisfaction. Though the results also indicate a significant positive effect of CRM-based technology on customer satisfaction, the magnitude of this effect is very weak. This suggests that hotel organizations use technology as a mere tool to store customer information only. Thus, CRM-based technology should be used by the hotels to analyze customer information and, subsequently, design customized products. This will unravel the full potential of the technology and lead to better customer satisfaction. Practical implications The findings of this study provide significant insights to the practitioners to understand the role of successfully implementing a CRM strategy. It reflects that establishing an effective CRM strategy helps managers in improving customer satisfaction and in maintaining a long-term relationship with customers to achieve the organizational goals. Thus, establishing an efficient and effective CRM strategy should be (one of) the key objectives for all hotel managers. Moreover, the hotels that successfully implement CRM strategy and manage customer knowledge properly will reap the rewards in terms of better customer loyalty and long-term sustainable profitability. Originality/value This study approaches the implementation of CRM strategy from a customer perspective with a specific focus on investigating the effect of four CRM dimensions on customer satisfaction in the hospitality sector. This will provide a novel impetus to the hotel managers to devise and manage a CRM strategy that leads to (better) customer satisfaction.

Analyzing the Influence of Customer Relationship Management on Firm Performance

2018 ◽  
pp. 1590-1622
Author(s):  
Brijesh Kumar Yadav ◽  
Abhijeet Singh
Keyword(s):  
Organizational Performance ◽  
Customer Relationship Management ◽  
Hotel Industry ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Buying Behaviour ◽  
A Company ◽  
Indian Perspective

Today, companies have come to realize that customers are the foundation of a business and effective relationship management is indispensable for the success of an organisation. Hence, one of the most important objectives of a company is to satisfy its customers as they are the backbone and keep a business running. Moreover, it is being witnessed that customer's needs and buying behaviour have changed considerably. In order to meet ever changing demands, organisations need to adopt customer oriented marketing strategies to gain competitive advantage. Since customers nowadays are becoming more price sensitive and shift loyalty frequently in terms of selecting products and services of any company, it has become very difficult to retain them. As a result, emphasis on long term relationships with customers has gained momentum in businesses. The goal of the present study is to expand the study of customer relationship management (CRM) by investigating the association of dimensions of CRM and organizational performance. The study extends customer relationship management to the hotel industry context. It explores a set of CRM dimensions or constructs that are important for implementing CRM in hotel industry in Indian perspective.

Customer Relationship Management and Data Mining

2014 ◽  
pp. 1-40 ◽  
Author(s):  
Niccolò Gordini ◽  
Valerio Veglio
Keyword(s):  
Data Mining ◽  
Customer Relationship Management ◽  
Customer Value ◽  
Relationship Management ◽  
Global Market ◽  
Customer Relationship ◽  
Digital Revolution ◽  
Marketing Activities ◽  
Potential Customers

In the global market of today, Customer Relationship Management (CRM) plays a fundamental role in market-oriented companies to understand customer behaviors, achieve and maintain a long-term relationship with them, and maximize the customer value. Moreover, the digital revolution has made information easy and fairly inexpensive to capture. Thus, companies have stored a large amount of data about their current and potential customers. However, this data is often raw and meaningless. Within the CRM framework, Data Mining (DM) is a very popular tool for extracting useful information from this data and for predicting customer behaviors in order to make profitable marketing decisions. This research aims to demonstrate the classification decision tree as one of the main computational data mining models able to forecast accurate marketing performance within global organizations. Particular attention is paid to the identification of the best marketing activities to which firms should concentrate their future marketing investments. The criteria is based on the loss functions that confirm the accuracy of this model.

Analyzing the Influence of Customer Relationship Management on Firm Performance

2014 ◽  
Vol 5 (3) ◽  
pp. 69-97 ◽  
Author(s):  
Brijesh Kumar Yadav ◽  
Abhijeet Singh
Keyword(s):  
Organizational Performance ◽  
Customer Relationship Management ◽  
Hotel Industry ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Buying Behaviour ◽  
A Company ◽  
Indian Perspective

Today, companies have come to realize that customers are the foundation of a business and effective relationship management is indispensible for the success of an organisation. Hence, one of the most important objectives of a company is to satisfy its customers as they are the backbone and keep a business running. Moreover, it is being witnessed that customer's needs and buying behaviour have changed considerably. In order to meet ever changing demands, organisations need to adopt customer oriented marketing strategies to gain competitive advantage. Since customers nowadays are becoming more price sensitive and shift loyalty frequently in terms of selecting products and services of any company, it has become very difficult to retain them. As a result, emphasis on long term relationships with customers has gained momentum in businesses. The goal of the present study is to expand the study of customer relationship management (CRM) by investigating the association of dimensions of CRM and organizational performance. The study extends customer relationship management to the hotel industry context. It explores a set of CRM dimensions or constructs that are important for implementing CRM in hotel industry in Indian perspective.

scholarly journals Pencapaian Tujuan Perusahaan dengan Customer Relationship Management pada Industri Jasa Telekomunikasi

2013 ◽  
Vol 4 (2) ◽  
pp. 950 ◽  
Author(s):  
Adhi Nugroho Chandra ◽  
Angga Hardian Anugrah ◽  
Christianus Ambardi Setyoko
Keyword(s):  
Customer Relationship Management ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Consumer Loyalty ◽  
Web Based ◽  
Business Units ◽  
Marketing Mix Strategy ◽  
A Company

Marketing strategies can include forms of chosen marketing communications and marketing mix strategy. A company should maintain its consumer loyalty in a long term to prevent its product being “lost” due to lack of after-sales service. Thus, a concept of customer relationship management appears to improve customer satisfaction. Furthermore, for the company, implementing a strong customer relationship management will support other business units so that the corporate goal to gain profit will be achieved, considering the function of CRM is part of marketing unit the as spearhead of the company. CRM development cannot beseparated from technology. Therefore the use of CRM combined with web-based technology will result in a line of the target of a company, especially a telecommunication company, to face competition.

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