Electronic Customer Relationship Management in action: an example in business

Abstract

Nowadays, Electronic Customer Relationship Management (eCRM) constitutes a key aspect for management in the tourism and business industry. The automatic analysis of the available information is a major part of eCRM. In this paper, we address the use of eCRM in the development of tourism and business, and we consider a case of study to determine the usefulness of computational intelligence algorithms. We find that computational intelligence algorithms are very accurate for the determination of Online Shoppers Purchasing Intention, and can be easily applied for marketing purposes.