Design of a generic customer relationship strategy management system

K. C.M. Kwok, King Lun Tommy Choy, H. C.W. Lau, S. K. Kwok

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)

Abstract

Enterprises have been striving by measuring how resources are utilised when achieving the highest customer satisfaction in order to determine the effectiveness of their customer relationship strategies. One of the ways to do this is to make use of the operational data to assist in the formulation of a customer relationship strategy. The domain of this paper is the mechanism in customised segmentation engine, with support of an OLAP-neural engine, to provide decision support for management in establishing a customised customer relationship strategy. Through applying in a manufacturer, the overall company performance has improved while customer satisfaction has increased significantly.
Original languageEnglish
Pages (from-to)109-131
Number of pages23
JournalInternational Journal of Electronic Customer Relationship Management
Volume1
Issue number2
DOIs
Publication statusPublished - 1 Jan 2007

Keywords

  • ANNs
  • artificial neural networks
  • customer relationship strategy
  • customer satisfaction
  • customer segmentation
  • OLAP
  • online analytical processing

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

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