Creating Value for Clients using a Holistic Approach in Banking Marketing

Guzovski, Marina; Smoljić, Mirko; Martinčević, Ivana

doi:10.54820/entrenova-2022-0008

Cited by 2 publications

(1 citation statement)

References 3 publications

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“…With prescriptive and predictive analytics, companies can reduce and optimize spending (Rudnick et al, 2020). Rapid technological development, high competitiveness, and increasing benefits mean that after-sales services are reshaping business traditions (Othman et al, 2020;Guzovski et al, 2022). The customer experience goes beyond the point of sale, with digital technologies transforming customer service strategies (Gimpel et al, 2018;Jintana et al, 2021;Phorncharoen, 2020) by leveraging various drivers for market analysis, such as sentiment analysis (Nguyen et al, 2021).…”

Section: Organizacija Volume 56mentioning

confidence: 99%

Using Data Mining to Improve Decision-Making: Case Study of A Recommendation System Development

Mydyti¹,

Kadriu

Bach

2023

Organizacija

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Background and purpose This study aims to provide a practical perspective on how data mining techniques are used in the home appliance after-sales services. Study investigates on how can a recommendation system help a customer service company that plans to use data mining to improve decision making during its digital transformation process. In addition, study provides a detailed outline on the process for developing and analyzing platforms to improve data analytics for such companies. Methodology Case study approach is used for evaluating the usability of recommendation systems based on data mining approach in the context of home appliance after-sales services. We selected the latest platforms based on their relevance to the recommender system and their applicability to the functionality of the data mining system as trends in the system design. Results Evaluation of the impact on decision making shows how the application of data mining techniques in organizations can increase efficiency. Evaluation of the time taken to resolve the complaint, as a key attribute of service quality that affects customer satisfaction, and the positive results achieved by the recommendation system are presented. Conclusion This paper increases the understanding of the benefits of the data mining approach in the context of recommender systems. The benefits of data mining, an important component of advanced analytics, lead to an increase in business productivity through predictive analytics. For future research, other attributes or factors useful for the recommender systems can be considered to improve the quality of the results.

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Section: Organizacija Volume 56mentioning

confidence: 99%

Using Data Mining to Improve Decision-Making: Case Study of A Recommendation System Development

Mydyti¹,

Kadriu

Bach

2023

Organizacija

View full text Add to dashboard Cite

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How a Perceived Utilisation of IT-enabled Information shapes Customer Satisfaction in B2B arkets

Habjan

2023

Business Systems Research Journal

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Background Despite the recognised benefits of IT, we still know very little about how the perceived utilisation of IT-enabled information by suppliers is linked to customer satisfaction in B2B markets. Objectives To address this gap, this study develops a research model, which is then tested through a web-based survey of transport firms’ customers. Methods/Approach A web-based survey was conducted in Slovenia. The target population for this study was all export firms that utilise transport services. Results The study makes two key contributions to B2B marketing literature. First, results show that the more a supplier is perceived to utilise IT-enabled information in the service process, the less emphasis its customers place on prices when it comes to determining their satisfaction. Second, the results suggest that customers view the utilisation of IT-enabled information by suppliers of B2B services as a value-adding capability that boosts service quality perceptions. Conclusions Interestingly, although we expected that perceived utilisation of IT-enabled information would also increase the importance of service quality in forming customer satisfaction, the results suggested that this was not the case. Drawing on service quality literature, the study offers possible explanations.

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Creating Value for Clients using a Holistic Approach in Banking Marketing

Cited by 2 publications

References 3 publications

Using Data Mining to Improve Decision-Making: Case Study of A Recommendation System Development

Using Data Mining to Improve Decision-Making: Case Study of A Recommendation System Development

How a Perceived Utilisation of IT-enabled Information shapes Customer Satisfaction in B2B arkets

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