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.

Mobile Customer Relationship Management

2017 ◽  
pp. 59-72
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.

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.

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.

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.

scholarly journals PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA PT PELABUHAN INDONESIA IV (Persero) CABANG AMBON

2021 ◽  
Vol 3 (1) ◽  
pp. 66-70
Author(s):  
Thasya Safira ◽  
Muhammad Yusuf Saleh ◽  
Hasanuddin Remmang
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship Management ◽  
Customer Loyalty ◽  
Indirect Effect ◽  
Relationship Management ◽  
Regression Equation ◽  
Customer Relationship ◽  
Coefficient Of Determination ◽  
Test Results ◽  
Marketing Activities

Persaingan bisnis semakin ketat mengakibatkan banyak perusahaan harus mampu mengetahui dan memenuhi keinginan atau kebutuhan para pelanggan dengan tepat. Tingkat persaingan yang begitu ketat mengakibatkan banyak perusahaan tidak lagi memfokuskan aktifitas pemasaran semata-semata pada pencarian pembeli/pelanggan baru, namun sudah pada bagaimana mempertahankan serta meningkatkan kesetiaan pelanggan. strategi yang mampu menjembatani antara pelanggan dan perusahaan terutama dalam hal kepuasan dan loyalitas adalah dengan menerapkan konsep yang disebut dengan Customer Relationship Management (CRM). Penelitian ini bertujuan untuk mengetahui pengaruhnya CRM baik terhadap kepuasan maupun loyalitas secara parsial serta mengetahui pengaruhnya CRM secara tidak langsung terhadap loyalitas melalui kepuasan pelanggan sebagai variable intervening dengan penarikan sampel sebanyak 60 orang atau pelanggan. Berdasarkan hasil pengujian koefisien determinasi diketahui adanya pengaruh CRM terhadap kepuasan pelanggan sebesar 20,5% dan 79,5% sisanya di pengaruhi variable lain yang tidak diangkat dalam penelitian ini. Sedangkan hasli pengujian koefisien determinasi pada persamaan regresi ke dua bahwa variable CRM dan kepuasan pelanggan mempengaruhi tingkat loyalitas pelanggan sebesar 44,8% dan sisanya 55,2% dipengaruhi oleh variable lain yang tidak diangkat dalam penelitian ini. Namun hasil pengujian variable intervening menunjukkan bahwa kepuasan pelanggan tidak menjadi variable intervening diantara CRM dan loyalitas pelanggan. Business competition is getting tighter, so that many companies must be able to know and fulfill the wants or needs of their customers precisely. The level of competition is so tight that many companies no longer focus their marketing activities solely on finding new buyers / customers, but on how to maintain and increase customer loyalty. The strategy that is able to bridge between customers and companies, especially in terms of satisfaction and loyalty, is to apply a concept called Customer Relationship Management (CRM). This study aims to determine the effect of CRM both on satisfaction and loyalty partially and to know the indirect effect of CRM on loyalty through customer satisfaction as an intervening variable by drawing a sample of 60 people or customers. Based on the results of testing the coefficient of determination, it is known that the effect of CRM on customer satisfaction is 20.5% and the remaining 79.5% is influenced by other variables which are not addressed in this study. While the test results of the coefficient of determination in the second regression equation show that the CRM variable and customer satisfaction affect the level of customer loyalty by 44.8% and the remaining 55.2% is influenced by other variables which are not raised in this study. However, the results of testing the intervening variable show that customer satisfaction is not an intervening variable between CRM and customer loyalt.

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 THE ANTECEDENT OF CUSTOMER SATISFACTION

2020 ◽  
Author(s):  
Andala Rama Putra Barusman ◽  
Evelin Putri Rulian ◽  
Susanto Susanto
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation Model ◽  
Customer Relationship Management ◽  
Structural Equation ◽  
Hospitality Industry ◽  
Relationship Management ◽  
Customer Retention ◽  
Equation Model ◽  
Customer Relationship

Taking a case study of tourism as hospitality industry in Lampung Province in Indonesia, we analyze the antecedent of customer satisfaction and its impact on customer retention. Using Structural Equation Model (SEM), we find that customer relationship management has a significant impact on service quality, customer satisfaction and customer retention.

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