scholarly journals Improvement of Tourists Satisfaction According to Their Non-Verbal Preferences Using Computational Intelligence

2021 ◽  
Vol 11 (6) ◽  
pp. 2491
Author(s):  
Claudia C. Tusell-Rey ◽  
Ricardo Tejeida-Padilla ◽  
Oscar Camacho-Nieto ◽  
Yenny Villuendas-Rey ◽  
Cornelio Yáñez-Márquez
Keyword(s):  
Customer Relationship Management ◽  
Computational Intelligence ◽  
State Of The Art ◽  
Relationship Management ◽  
Preference Assessment ◽  
Tourism Industry ◽  
The State ◽  
Customer Relationship ◽  
Marketing Activities ◽  
Tourist Demand

In the tourism industry it is common that the information obtained from customers can be varied, dispersed, and with high volumes of data. In this context, the automatic analysis of information has been proposed through electronic customer relationship management, which refers to marketing activities, tools and techniques, delivered with the use of electronic channels for the specific purpose of locating, building and improving long- term relationships with customers, to enhance their individual potential. In this paper, we refer to the analysis of information in three aspects: customer satisfaction, the study of customer behavior and the forecast of tourist demand. Specifically, we have created a novel dataset comprising the non-verbal preference assessment of tourists who are clients of the Sol Cayo Guillermo hotel belonging to the Melia hotel chain, in Jardines del Rey, Cuba. Then, by applying Computational Intelligence algorithms to this dataset, we achieve segment customers according to their non-verbal preferences, in order to increase their satisfaction, and therefore the client profitability. In order to achieve a good performance in the realization of this task, we have proposed two modifications of the Naïve Associative Classifier, whose results are compared with the most relevant computational algorithms of the state of the art. The experimentally obtained values of balanced accuracy and averaged F1 measure show that, by clearly improving the results of the state-of-the-art algorithms, our proposal is adequate to successfully use electronic customer relationship management in the tourist services provided by hotel chains.

scholarly journals Can Customer Relationship Management Create Customer Agility and Superior Firms’ Performance?

2021 ◽  
Vol 22 (1) ◽  
pp. 175-193
Author(s):  
Vu Minh Ngo ◽  
Hieu Minh Vu
Keyword(s):  
Financial Performance ◽  
Customer Relationship Management ◽  
Structural Equation ◽  
Small And Medium Enterprises ◽  
Relationship Management ◽  
Tourism Industry ◽  
Partial Least Square ◽  
Least Square ◽  
Customer Relationship ◽  
Equation Modeling

The growing importance of Customer relationship management (CRM) and agility in any business are universally accepted and extensively investigated in different disciplines. However, lacking empirical evidence for the suggested theoretical framework of agility and their interrelationships with CRM and superior’s financial performance hinders its application in the practices. Thus, this study attempted to address this issue by drawing on the Resource-Advantage theory of sustainable competitive advantages to examine a mechanism through which CRM implementation can generate sustainable competitive and achieve superior financial performance using the Vietnamese tourism industry context. The framework was tested on data collected from 231 Small and Medium Enterprises (SMEs) using Partial Least Square Structural Equation Modeling (PLS-SEM). Findings suggested that different types of CRM processes do not equally influence customer agility, and not all attributes of customer agility exert positive impacts on firms’ performance as well. Also, CRM performance measurement systems were found to moderate these effects positively and substantially. Several practical implications were also derived from the research findings.

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 PERANCANGAN ENTERPRISE ARCHITECTURE FUNGSI PEMASARAN DAN CRM PADA INDUSTRI PARIWISATA DI PERUM PERHUTANI UNIT III DENGAN MENGGUNAKAN FRAMEWORK TOGAF

2017 ◽  
Vol 3 (04) ◽  
pp. 38
Author(s):  
Fitri Febriana Purba ◽  
RD Rohmat Saedudin ◽  
Basuki Rahmad
Keyword(s):  
Information System ◽  
Customer Relationship Management ◽  
System Architecture ◽  
Enterprise Architecture ◽  
Relationship Management ◽  
Tourism Industry ◽  
Customer Relationship ◽  
Information System Architecture ◽  
Business Information ◽  
Preliminary Phase

Abstrak—Perum Perhutani Unit III merupakan salah satu penyedia sektor pariwisata alam yang mengelola sumberdaya hutan di kawasan Jawa Barat dan Banten. Perkembangan industri pariwisata menuntut Perum Perhutani Unit III untuk memilih strategi pemasaran terbaik dan mengelola hubungan dengan pelanggan untuk menghasilkan keunggulan wisata yang kompetitif. Oleh karena itu, Perum Perhutani Unit III membutuhkan perancangan enterprise architecture yang dapat meningkatkan kinerja pemasaran dan manajemen hubungan pelanggan melalui pemanfaatan dan penyelarasan teknologi informasi. Perancangan enterprise architecture menggunakan framework TOGAF yang mempunyai beberapa fase, diantaranya preliminary phase, architecture vision, architecture business, information system architecture, dan technology architecture. Hasil perancangan ini berupa model bisnis target dan artifak. Kata Kunci: Enterprise Architecture, TOGAF, Pariwisata, Perum Perhutani, Pemasaran, Manajemen Hubungan Pelanggan Abstract—Perum Perhutani Unit III is one of the providers of natural tourism sector that manages forest resources in West Java and Banten. The development of tourism industry demands Perum Perhutani Unit III to choose the best marketing strategy and manage customer relationship to produce competitive tourism advantage. Therefore, Perum Perhutani Unit III requires the design of enterprise architecture that can improve the performance of marketing and customer relationship management through the utilization and alignment of information technology. The design of enterprise architecture use TOGAF framework that has several phases, including preliminary phase, architecture vision, architecture business, information system architecture, and technology architecture. The results of this design are target business models and artifacts. Keywords: Enterprise Architecture, TOGAF, Tourism, Perum Perhutani, Marketing, Customer Relationship Management

Mobile Customer Relationship Management

2017 ◽  
pp. 309-321
Author(s):  
Tolga Dursun ◽  
Süleyman Çelik
Keyword(s):  
Customer Satisfaction ◽  
Communication Technology ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationship ◽  
Marketing Activities ◽  
Management Concept

Electronic platforms provide many advantages both customers and companies due to development of communication technology. Today almost every people have smartphones and tablets. Thus mobile customer relationship management became an significant concept for generating long-term relationships and increasing customer satisfaction, retention and loyalty. In addition companies use mobile CRM to facilitate salespeople for better performance in marketing activities. M-CRM offers interactive relationships between firms and companies. In this study, we define what is customer relationship management and origins of CRM. After that we stated electronic customer relationship management concept and finally we mentioned about mobile CRM especially benefits and characteristics of it.

Selecting the Optimal Vendor of Customer Relationship Management System for Medical Tourism Industry Using Delphi and AHP

2014 ◽  
pp. 1261-1274
Author(s):  
Pi-Fang Hsu ◽  
Kuo-Yu Lan ◽  
Chia-Wen Tsai
Keyword(s):  
Customer Relationship Management ◽  
Medical Tourism ◽  
Relationship Management ◽  
Optimal Choice ◽  
Tourism Industry ◽  
Customer Relationship ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Crm System ◽  
Develop Software

This study builds a model to evaluate and select vendors of customer relationship management (CRM) system for the medical tourism industry from the viewpoint of medical tourism industry. Literature in related fields was reviewed, and the modified Delphi method was applied to find proper evaluation and selection criteria for the model. Then the analytic hierarchy process (AHP) was applied to determine weights of criteria in order to rank vendors and pick the optimal choice of vendor of CRM system for the medical tourism industry. The case used in this study was a teaching medical institution. This evaluation and selection model was applied for an empirical study. The results show that the five main criteria were, in order: system integrators' ability to provide services, system integrators' ability to develop software, economic factors of system implementation, ability to implement data mining, ability to implement CRM. Operators in the medical tourism industry could use this model to select the best vedor of CRM system.

Selecting the Optimal Vendor of Customer Relationship Management System for Medical Tourism Industry Using Delphi and AHP

2013 ◽  
Vol 9 (1) ◽  
pp. 62-75 ◽  
Author(s):  
Pi-Fang Hsu ◽  
Kuo-Yu Lan ◽  
Chia-Wen Tsai
Keyword(s):  
Customer Relationship Management ◽  
Medical Tourism ◽  
Relationship Management ◽  
Optimal Choice ◽  
Tourism Industry ◽  
Customer Relationship ◽  
Order System ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Crm System

This study builds a model to evaluate and select vendors of customer relationship management (CRM) system for the medical tourism industry from the viewpoint of medical tourism industry. Literature in related fields was reviewed, and the modified Delphi method was applied to find proper evaluation and selection criteria for the model. Then the analytic hierarchy process (AHP) was applied to determine weights of criteria in order to rank vendors and pick the optimal choice of vendor of CRM system for the medical tourism industry. The case used in this study was a teaching medical institution. This evaluation and selection model was applied for an empirical study. The results show that the five main criteria were, in order: system integrators’ ability to provide services, system integrators’ ability to develop software, economic factors of system implementation, ability to implement data mining, ability to implement CRM. Operators in the medical tourism industry could use this model to select the best vedor of CRM system.

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