Determining  Customer Relationship Management Strategy With Customer Personality Analysis Using Ontology Model Approach

Ramadhanti, Alya Rysda; Bastikarana, Rafa Syafiq; Alamsyah, Andry; Widiyanesti, Sri

doi:10.25124/jmi.v20i2.3196

Cited by 2 publications

(3 citation statements)

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“… Customer Personality Ontology (Ramadhanti et al. 2020 ): this ontology, based on the Big Five Personality theory, proposes modeling the personality of a customer in order to help the company define the most appropriate relationship strategy. The categories of principal intereset are openness, conscience, extraversion, agreeableness and neuroticism.…”

Section: Artifact 1: Ontology-based Crm Modelmentioning

confidence: 99%

“…The CRM related ontologies analyzed were: • Customer Ontology (Changrui and Yan 2011): this ontology focuses on analyzing the customers of a company, identifying generic market concepts, types of customers, activities carried out by customers and customer statuses. • Customer Personality Ontology (Ramadhanti et al 2020): this ontology, based on the Big Five Personality theory, proposes modeling the personality of a customer in order to help the company define the most appropriate relationship strategy. The categories of principal intereset are openness, conscience, extraversion, agreeableness and neuroticism.…”

Section: Reuse Of Ontological Resourcesmentioning

confidence: 99%

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CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model

et al. 2022

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Companies face the challenge of managing customer relationships (CRM) in a context marked by a drastic digital transformation and unbridled evolution of consumer behavior, exacerbated by the COVID-19 pandemic. The customer is more demanding, has access to the global market and interacts with companies through multiple digital channels, such as email, social networks, mobile apps or instant messaging. In this situation, the success of a CRM implementation highly depends on information technology and the applications used. To harmonize this new business context with the development of information systems (IS), a suitable CRM ontology and enterprise architecture (EA) is needed. While an ontology-based conceptual model provides a unifying framework, aids sharing and reusing knowledge, and facilitates communication within a domain, an EA-based model unequivocally describes, analyzes, and visualizes how an organization should operate from the perspective of business, application, and technology. The purpose of the paper is the proposal of CURIE-O, a CRM OntoUML UFO-based ontology, together with CURIE-EA, a CRM ArchiMate-based EA to serve business managers and IS specialists an updated unifying framework of reference in the CRM domain as well as a highly efficient tool to support application development and maintenance in this changing and increasingly digital context. Modeling has proven to be an essential element to achieve high-performance information systems. In order to apply the ontology and the EA proposed here, the authors developed a CRM task management application prototype that was implemented as a case study in a consulting company. The methodology followed was design science research (DSR), in order to design and validate the artifacts. Within the DSR framework, other complementary research methods have been used, in particular literature research, interviews and focus groups carried out with several hotel chains in Tenerife (Canary Islands). The main existing CRM models in the scientific literature have also been analyzed together with the leading CRM market solutions.

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Section: Artifact 1: Ontology-based Crm Modelmentioning

confidence: 99%

Section: Reuse Of Ontological Resourcesmentioning

confidence: 99%

CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model

et al. 2022

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“…The establishment of a good CRM strategy is driven by a good approach by the company to consumers because, by understanding the personality of the customer, the company can find out the tendency of the customer to purchase goods. The company can carry out product marketing activities that are tailored to the tendency of the customer's personality to increase customer engagement (Ramadhanti, 2020).…”

Section: Introductionmentioning

confidence: 99%

Implementation Of Customer Relationship Management In Order To Build Customer Satisfaction And Loyalty

Fauziyyah¹,

Khusna

2022

jmi

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This study aims to examine the impact of the implementation of customer relationship management (CRM) on customer satisfaction and loyalty, and the impact of satisfaction on customer loyalty of government commercial banks (BNI, BRI, Bank Mandiri, and BTN) in East Java Province. The research instrument used was a questionnaire. The research covered employees, technology, sales, products, and performance. The population of this study is all depositors of government commercial banks (BNI, BRI, Bank Mandiri, and BTN) in East Java Province. The sampling method uses purposive sampling with a total sample of 120 respondents taken in three locations in three cities in the East Java region, namely: Jember City represents a small town, Malang City represents a medium city, and Surabaya City represents a large city. The allocation of the number of samples for each bank and each city is carried out proportionally. Data analysis models use Structural Equation Modelling (SEM). The analysis shows that CRM has a significant positive effect on customer satisfaction and loyalty, and customer satisfaction has a significant positive effect on customer loyalty. Keywords — customer relationship management, customer satisfaction, customer loyalty

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Determining Customer Relationship Management Strategy With Customer Personality Analysis Using Ontology Model Approach

Cited by 2 publications

References 29 publications

CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model

CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model

Implementation Of Customer Relationship Management In Order To Build Customer Satisfaction And Loyalty

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