Customer relationship management : a content analysis of issues and best practices

Chakravorti, Samit

doi:10.25148/etd.fi14060135

Cited by 6 publications

(8 citation statements)

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“…Although it is claimed that CRM-related processes were based on the commercial transactions of Mesopotamian farmers [9], initial systematic researches on CRM have begun in 1980s by Robert D. Kestnbaum's studies. In Kestnbaum method which is called as Direct Marketing or Database Marketing, database was created with customer information, data were analyzed with statistical methods and the obtained results are used to sale products to the other consumers by email [14].…”

Section: Customer Relationships Managementmentioning

confidence: 99%

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Grey Relational Classification of Consumers' Textual Evaluations in E-Commerce

Fidan

2020

J. theor. appl. electron. commer. res.

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Companies have gained important advantages by the development of electronic commerce. Consumer evaluations in electronic environment offer great possibilities for analysis. The fact that the consumer opinions are comprised of textual data, analyzes have complicated and challenging process. In recent years, it is seen that text mining methods are used in analyzes in the literature. However, the evaluations of consumers which are formed by short texts make it necessary to realize the analysis with insufficient data. The weighting methods such as Term Frequency and Term Frequency-Inverse Document Frequency as well as common used classification algorithms such as Naïve Bayes and Support Vector Machine have some inadequacies in short text analysis. In this study, a grey relational classification model based on Vector Space Model and Bag of Words has been developed. The model was first applied to the positive-negative categorization of the evaluations, then, applied to the classification of negative evaluations. It was determined that the accuracy level of the model is higher than the classification algorithms commonly used in short text. According to the results of the research, 9637 negative evaluations in 24479 consumer opinion were determined, and 50.4% of the negative evaluations were found to have the most problems related to product.

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Section: Customer Relationships Managementmentioning

confidence: 99%

“…Step 5: Grey relational coefficients that demonstrate the degree of closeness of the decision matrix to the comparison matrix are calculated by using absolute difference values in equation (9). Equation (12) shows the calculation method of the grey relational coefficients.…”

Section: Journal Of Theoretical and Applied Electronic Commerce Researchmentioning

confidence: 99%

Grey Relational Classification of Consumers' Textual Evaluations in E-Commerce

Fidan

2020

J. theor. appl. electron. commer. res.

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“…The People component of CRM includes the organisational readiness and collaboration with staff, which is essential for successful CRM implementation (Chakravorti, 2006).…”

Section: Crm Tries To Focus On Individual Customers and By Using Busimentioning

confidence: 99%

Customer relationship management (people, process and technology) and organisational culture in hotels

Rahimi

2017

IJCHM

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International Journal of Contemporary Hospitality Management1 Customer Relationship Management (People, Process and Technology) andOrganisational Culture in Hotels: Which traits matter?Purpose: Current study tries to examine the impact of four organisational cultural traits of adaptability, consistency, involvement and mission on the three components of CRM, namely; people, process and technology in the context of the hotel industry.Methodology: Required data is collected with a quantitative approach and using a questionnaire adapted from the Denison organisational culture survey and the Mendoza CRM model. The questionnaire distributed among 364 managers of a chain hotel in the UK and gathered data examined by the Structural Equation Modelling method. Findings:The results of the research reveal that the four traits of organisational culture (adaptability, consistency, involvement and mission) have positive and significant impacts on three components of CRM (people, process and technology). A set of theoretical contributions and practical implications also discussed. Research limitations:The research is conducted with a case study approach hence the findings cannot be generalized to a larger population and the results might be different for other industries. Due to the limitation of access to all employees, only managers were selected as the sample and future studies with all employees may show different results. Practical implicationsCurrent study helps hotel managers to understand the role and importance of organisational cultural traits in successful implementation of the components of their CRM strategy.Originality/value: The position taken in this research recognizes the need to enhance the understanding of organisational culture's impact on implementing CRM components. Organisational cultural traits have different levels of impact on CRM implementation and this is the first study to investigate the detailed impacts of four traits of adaptability, consistency, involvement and mission on three components of CRM, namely; people, process and technology.

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“…Relationship Marketing appeared as a new concept in the 1980s, as a result of the shift in focusing from customer acquisition to customer retention as an approach to create, maintain, and enhance long-term associations with customers and other stakeholders [15]. Another definition that introduced the role of the IT define relationship marketing as a "process where the main activities are to create a database including existing and potential customers, to approach these customers using differentiated and customer-specific information about them, and to evaluate the life-term value of every single customer relationship and the costs of creating and maintaining them."…”

Section: Relationship Marketing and Customer Relation Managementmentioning

confidence: 99%

“…This process requires information flow process, as well as technology and data repositories of customer data, which is the role of Customer Relationship Management (CRM) through communications in order to improve customer's acquisition, retention, and loyalty [15]. CRM technologies are the tools that enable business to leverage information from their databases; to get and give the right information to or from the right person at the right time.…”

Section: Relationship Marketing and Customer Relation Managementmentioning

confidence: 99%