Using data mining and datawarehousing techniques

Forcht, Karen A.; Cochran, Kevin

doi:10.1108/02635579910249567

Cited by 24 publications

(14 citation statements)

References 1 publication

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“…The Web also offers the opportunity for companies to accumulate a huge amount of consumer data that they can use to effectively build relationships with new consumers (Hanson, 2000), segment consumers (Jackson & Wang, 1994), retain existing customers (Campbell, 1997), and maintain customer loyalty (Forcht & Cochran, 1999). Overall, the literature suggests the Web is a powerful medium for customer relationship building and satisfaction enhancement (Krishnan et al, 1999;Peppers & Rogers, 1993;Schultz & Bailey, 2000;Thorbjornsen et al, 2002).…”

Section: The Web and Relationship Buildingmentioning

confidence: 96%

Building customer relationships in an electronic age: The role of interactivity of E‐commerce Web sites

Yoon

Choi

Sohn

2008

Psychology and Marketing

128

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This study examines the role of perceived interactivity and other marketing tactics in relationship building with customers in the online retail environment by applying a relationship investment model adapted from De Wulf, Odekerken-Schröder, and Iacobucci (2001). A proposed structure model was tested with data collected from an online survey of 571 respondents. In the model, three subdimensions of perceived interactivity and three marketing tactic variables were incorporated as the antecedents of perceived relationship investment that subsequently influenced perceived relationship quality and behavioral loyalty. Results suggest that two marketing tactics-direct mail (e-mail) and tangible rewards-and two dimensions of perceived interactivity-synchronicity and two-way communication-play as significant antecedents for the relationshipbuilding process of online retail brands. In addition, the findings confirm the relationships among perceived relationship investment,

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Section: The Web and Relationship Buildingmentioning

confidence: 96%

Building customer relationships in an electronic age: The role of interactivity of E‐commerce Web sites

Yoon

Choi

Sohn

2008

Psychology and Marketing

128

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“…In this environment, it is imperative for organizations to focus their strategies on creating a customer-centric enterprise through effective, profitable, and enduring relationships. In support of this new customer-focused strategy, a growing number of organizations are implementing ODM systems as an enabling technology to market their products and services to targeted customers (Forcht and Cochran, 1999). In a recent survey of North American CEOs by the Conference Board and Accenture, the no.…”

Section: Introductionmentioning

confidence: 99%

“…1 management challenge for 1999 and 2000 was keeping focus on the customer (Hall, 2001). In addition, the effective use and analysis of customer data are now critically important to the success of organizations (Forcht and Cochran, 1999). The benefits of adopting a customer-focused strategy are many, including but not limited to customer loyalty and retention, personalization to aid purchase decisions, better marketing and sales coordination, increased organizational efficiency, and advantages gained through improved customer intelligence (Adams, 2001).…”

Section: Introductionmentioning

confidence: 99%

Key factors for achieving organizational data‐mining success

Nemati¹,

Barko²

2003

Industrial Management &Amp; Data Systems

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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“…Through the online channel, companies can build relationships, segment and retain customers (Campbell, 1997;Hanson, 2000;Jackson and Wang, 1994), and maintain customer loyalty (Forchit and Cochran, 1999).…”

Section: Customer Relationship Management (Crm) and The Internetmentioning

confidence: 99%

The Influence of Internet-Based Customer Relationship Management on Customer Loyalty

Lam

Cheung

Lau

2013

CMR

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This research investigates the relationship between the marketing efforts of electronic customer relationship management (e-CRM) and loyalty in Hong Kong's banking industry. A quantitative approach was employed, and 119 valid questionnaires were collected from 150 respondents. All the respondents are account holders of HSBC (the Hong Kong and Shanghai Banking Corporation Limited), the largest bank in Hong Kong. Reliability testing and multiple regression analysis were used to determine the relationships between various independent and dependent variables. The results suggest that all four e-CRM marketing tactics (direct mail, interpersonal communication, preferential treatment, and tangible rewards) play important roles in building customer relationships. There were also significant relationships between the e-CRM marketing tactics and customer relationship quality. The study also found that the latter has a positive impact on customer loyalty. The research results indicate that thorough implementation of e-CRM marketing efforts will heighten customer loyalty towards HSBC.

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Using data mining and datawarehousing techniques

Abstract: Discusses some of the techniques of database marketing, its effectiveness, and the business and social environment regarding direct database marketing. Notes that the process of gathering and using the right data effectively is of primary importance if the marketer is to succeed.

Cited by 24 publications

References 1 publication

Building customer relationships in an electronic age: The role of interactivity of E‐commerce Web sites

Building customer relationships in an electronic age: The role of interactivity of E‐commerce Web sites

Key factors for achieving organizational data‐mining success

The Influence of Internet-Based Customer Relationship Management on Customer Loyalty

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