دانلود رایگان مقاله انگلیسی ایجاد بازارهای با ارزش برای سیستم های مدیریت ارتباط با مشتری مبتنی بر داده ها - امرالد 2017

Abstract

Purpose – Online customer relationship management (CRM) is an important issue for implementing digital marketing of electronic commerce or social commerce. The purpose of this study is to establish valuable markets for discovering customer knowledge from data-driven CRM systems for enhancing growth rates of businesses. Airline or travel agency industries are online businesses in the world. Therefore, the industries in Taiwan will be an empirical case for this study. Design/methodology/approach – This research applied a procedure with an applied proposed model for establishing valuable markets from data-driven CRM systems. However, the study used a proposed customer value model (recency, frequency and monetary [RFM]; RFM model-based), the analytic hierarchy process (AHP) procedure and a proposed equation for estimating customer values. Findings – For enhancing the data-driven CRM marketing of the industries, in this research, the market of air travelers can be partitioned into eight markets by the proposed model. As well, the markets can be ranked by the AHP procedure. Furthermore, the travelers’ customer values can be estimated by a proposed customer value equation. Originality/value – Via the applied proposed procedure, online airlines, travel agencies or other online businesses can implement the research procedure as their data-driven marketing strategy on their online large-scale or Big Data customers’ databases for enhancing sales rates.

Conclusions and suggestions

For enhancing the data-driven CRM marketing of the air traveling industries in Taiwan, in this research, the air traveler market can be clustered into eight markets/clusters by the proposed model. As well, the markets/clusters can be ranked by the AHP. Besides, the travelers’ customer values can be estimated by a proposed customer value [equation (1)]. As Table III shows, higher customer value travelers may not be included in higher valuable markets. For example, Traveler-4 is the highest customer value traveler in the samples, but Traveler-4 is in the market LHL-3 (middle ranking market). Because the M (monetary, weight = 48.96 per cent) variable for Traveler-4 is H ($1,630), the F and A variables for Traveler-4 are L (low); thus, the customer value is the highest in the samples and also in the middle ranking market LHL-3. For marketing applications in the market LHL-3, the airlines/travel agencies can provide tour plans for enhancing the market LHL-3’s frequency and family number. For marketing applications in the market HLH-4, because the customer value is lower than others, for lowcustomer-value travelers, the travel agency industry group can plan short-route travel packages for this market before the holidays (spring break, new year or long weekend), such as the east South/North Asia or the coast cities of China.