Concept Of Customer Relationship Management Research Articles

ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT FOOD AND BEVERAGES SERVICE DEPARTMENT TERHADAP MINAT BELI PRODUK FOOD AND BEVERAGES INTERCONTINENTAL JAKARTA PONDOK INDAH

This study aims to provide a perspective on the effectiveness of implementing the concept of Customer Relationship Management for the company's business side, examine the benefits that guests can receive for purchasing products and services that have been made and explain whether or not there is a gap between expectations and reality felt by guests at InterContinental Jakarta Beautiful Cottage. The purposes of this study are 1) to provide an overview of the type and magnitude of the gap between guest expectations and the reality experienced in the field, 2) to determine the effectiveness of the role of Customer Relationship Management in building guest loyalty for the treatment or reward that has been provided by the company. The approach used in this study is the Quantitative Method, which obtains primary data from questionnaires as primary data and journals or books as secondary data. The results obtained in this study indicate that the dimensions used in Customer Relationship Management, namely Customer Orientation, Customer Relationship Management Organization and Knowledge Management are proven to be able to trigger Buying Interest which includes Attention, Interest, Desire and Action Dimensions of 43.4% for products Food and Beverages InterContinental Jakarta Pondok Indah. The conclusion of this study is that there are a number of expectations and reality gaps that cause the significance of the influence of the Customer Relationship Management Variable and the Purchase Intention Variable to be below 50% which indicates a not too strong influence. Besides that effectiveness of the type and amount of freebies to loyal members has a fairly good effectiveness, although it is not satisfactory.

RESEARCH AND DESIGN OF THE MARKETING CLOUD SALESFORCE CRM ARCHITECTURE DEPENDING ON THE COMPANY'S MARKETING STRATEGY

The purpose of the study is to increase the level of effective attraction of new customers and retention of the company's existing customer base through the implementation of innovative marketing strategies. The expediency of using the concept of customer relationship management (CRM) and the use of CRM-class information systems to achieve the goal has been proven. The CRM platform Salesforce Marketing Cloud, which belongs to cloud types of information systems, was studied. A description of the Salesforce Marketing Cloud business logic is given, which includes decision-making based on analytical data, customer segmentation, automation of an individual approach to customers with the aim of increasing customer loyalty and increasing company revenue. Salesforce Marketing Cloud provides an opportunity to create and manage personalized marketing activities, interact with customers through various channels, analyze the effects of marketing efforts for continuous improvement of the company's marketing strategies. The functionality and features of the main components of Salesforce Marketing Cloud were studied. Salesforce Marketing Cloud allows you to effectively manage email marketing, mobile marketing, social media campaigns and other types of marketing. Salesforce Marketing Cloud empowers companies to create and manage personalized marketing efforts, engage with customers across multiple channels, and analyze their marketing efforts for continuous improvement. Salesforce Marketing Cloud architecture was designed for behavioral segmentation of the company's customers. A web application has been developed to improve the platform users' experience with customer data stored in Data Extensions. To automate customer segmentation based on their behavioral data, Automation Studio was used, SQL queries were built, and Data Views system data tables were used. The developed architecture of Marketing Cloud Salesforce CRM based on behavioral segmentation is an important tool for the implementation of the company's marketing strategy, ensuring the successful attraction and retention of customers, as well as for achieving strategic goals.

Comparison of the DBSCAN Algorithm and Affinity Propagation on Business Incubator Tenant Customer Segmentation

The increasingly complex business environment necessitates businesses to design more effective and efficient strategies for company development, including market expansion. To understand customer behaviors, customer data analysis becomes crucial. One common approach used to group customers is segmentation based on RFM analysis (Recency, Frequency, and Monetary). This study aims to compare the performance of two clustering algorithms, namely DBSCAN and Affinity Propagation (AP), in providing customer profile segment recommendations using RFM analysis. DBSCAN algorithm is employed due to its ability to identify arbitrarily shaped clusters and handle data noise. On the other hand, Affinity Propagation (AP) algorithm is chosen for its capability to discover cluster centers without requiring a pre-defined number of clusters. The transaction dataset used in this research is obtained from one of the business incubator tenants at STIKOM Bali. The dataset undergoes preprocessing steps before being segmented using both DBSCAN and AP algorithms. Performance evaluation of the algorithms is conducted using the Silhouette Scores and Davies-Bouldin Index (DBI) matrices. The research findings indicate that the AP algorithm outperforms DBSCAN in this customer segmentation case. The AP algorithm yields Silhouette Scores of 0.699 and DBI of 0.429, along with recommendations for 4 customer segments. Furthermore, further analysis is performed on the AP results using a statistical approach based on the mean values of each segment for the RFM variables. The four customer segments generated by the AP algorithm, based on the mean values of the RFM variables, can be associated with the concept of customer relationship management.

Assessment of the maturity level of the customer relationship management system

The article proposes the authors’ method for assessing the maturity of the customer relationship management system of a company. The purpose of the article is a theoretical refinement of the concept of customer relationship management in terms of expanding the conceptual apparatus and defining the stages of the customer-centric transformation process. The achieve the indicated purpose, the following methods were used: systematisation of existing scientific views on the research topic; analysis and refinement of models for quantitative interpretation of customer and expert survey data; identifying trends in competitive market conditions in terms of customer centricity. The topic is relevant due to several factors: competition based on the aggregate value provided is one of the main ways to compete in the market in current circumstances; the conceptual apparatus used today to analyze customer centricity is neither uniform nor sufficient; established scientific vision of customer-centric transformation does not include the understanding of this process’ levels and stages. The authors of the article created a new thesaurus by proposing to introduce certain concepts of customer-centric transformation and maturity of the customer relationship management system. Maturity factors and levels were analyzed. For practical purposes, existing methods of measuring the maturity of a customer relationship management system are studied, practical recommendations aimed at increasing the level of maturity are prepared, and potential risks are identified. It is demonstrated that the maturity of the customer relationship management system is the level of systemic understanding and practical implementation of the principles of customer-centric transformation.

Hyper-Personalization as a Customer Relationship Management Tool in a SMART Organization

Purpose: The article subject concerns the research problem of the role of hyper-personalization in the evolution of the company’s relationship with customers. The article aims to identify the potential of hyper-personalization as a CRM tool in a smart organization and find research gaps and areas for further research. Design/methodology/approach: The paper is based on a critical literature review within the field of management and marketing theory and represents the relational approach. The literature review was made as an exploratory study. Findings: Based on the results of that theoretical research and utilizing a relational approach, the article presents the Customer Relationship Management during the technology evolution The theoretical findings indicate a research gap: using hyper-personalization and digital technology for achieving the Customer Relationship Management aims is a highly topical issue and still little penetrated by researchers. Research limitations/implications: The findings and conclusions contained in the article require another step in the scientific process, namely empirical verification. Originality/value: A value of this paper is the fact that it shows the contemporary research directions for the Customer Relationship Management concept in the digital and smart world and combines these with the theoretical and practical frameworks as well.

Клиентоориентированный подход к управлению предприятием в условиях цифровой трансформации бизнеса

Customer focus in the enterprise management system is an important condition for its functioning and a key success factor in a competitive environment. The problem of customer focus from the point of view of the process approach remains insufficiently studied. There are explored the approaches to the customer focus of an enterprise by using the method of content analysis. The basic postulates of the concept of customer relationship management are considered, which is aimed at optimizing the current and future consumer value for the company and ensuring a long-term competitive advantage through the optimal provision of value to the customer. The strategic role of CRM in company management is studied, which combines the potential of intelligent technologies and relationship marketing strategies to maintain profitable, long-term relationships with customers. The functions of CRM - systems in ensuring the enterprise’s customer orientation are highlighted. It has been proven that the development and widespread use of digital technologies can provide the necessary personalization to ensure a customer-oriented enterprise. It is noted that the digital transformation of business affects the intensive development of the company, providing maximum customer value and customer focus. In the context of omnichannel consumer behavior the companies need to be more flexible than before in order to meet consumer expectations and ensure a satisfying consumer experience. The general components of developing the enterprise’s customer orientation concept in the context of digital business transformation are presented. A model of a client-oriented enterprise based on business processes is proposed, which reflects the main important processes of creating the client capital aimed at effective interaction with customer in touchpoints.

Differentiated Customer Relationship Management – A Tool for Increasing Enterprise Competitiveness

Abstract The paper focuses on Customer Relationship Management (CRM), based on latest national and international studies of the subject. The goal of the paper is to identify how the selected companies that operate in Slovakia understand the concept of CRM and to what degree they actively use it. Thereafter authors compare different approaches to management of company’s relationship with customers. They wanted to focus on a deeper analysis and decided to use in our orientation and evaluative research also a different approach, such as collaboration with international experts. In the paper the authors identify level of use of social CRM in selected companies in Slovakia and based on expert opinions of members of an international group they design an optimal model of CRM.

Profitable Retail Customer Identification Based on a Combined Prediction Strategy of Customer Lifetime Value

As a fundamental concept of customer relationship management, customer lifetime value (CLV) serves as a crucial metric to identify profitable retail customers. Various methods are available to predict CLV in different contexts. With the development of consumer big data, modern statistics and machine learning algorithms have been gradually adopted in CLV modeling. We introduce two machine learning algorithms—the gradient boosting decision tree (GBDT) and the random forest (RF)—in retail customer CLV modeling and compare their predictive performance with two classical models—the Pareto/NBD (HB) and the Pareto/GGG. To ensure CLV prediction and customer identification robustness, we combined the predictions of the four models to determine which customers are the most—or least—profitable. Using 43 weeks of customer transaction data from a large retailer in China, we predicted customer value in the future 20 weeks. The results show that the predictive performance of GBDT and RF is generally better than that of the Pareto/NBD (HB) and Pareto/GGG models. Because the predictions are not entirely consistent, we combine them to identify profitable and unprofitable customers.

Examining antecedents and consequences of perceived service quality in the hotel industry: a comparison between London and New York

Purpose This paper aims at exploring the relations amongst the concepts of customer relationship management (CRM), convenience, trust, perceived service quality, satisfaction, perceived value, loyalty, image and purchase intention in the hotel sector.Design/methodology/approach The research was conducted using interviews with hospitality managers and guests who had a direct connection with the hotel industry. According to the qualitative study results and literature review, the authors designed a model that was examined via structural equation modelling and fuzzy set qualitative comparative analysis.Findings This paper presents a conceptual framework that enhances existing research in the field of study, as it was implemented to measure the antecedent and consequences of perceived service quality. Based on the results from New York and London, the authors found that CRM and convenience have significant impact on perceived service quality. Interestingly, the aggregated data illustrate the negative relationship between image, loyalty and purchase intention.Originality/value The approach used by this study is partially in line with previous theoretical analyses and shows appealing patterns in international service quality perception. Besides, the paper adds insights into the realm, linking together different dimensions in order to reach an in-depth understanding and complex analysis of each item that affects and is affected by perceived service quality in the hotel industry.

Green- Closed Loop Supply Chain Network Design by Considering Customer Relationship Management and solving it using Multi-Objective Genetic Algorithm

Background and Objective: Increasing greenhouse gas emissions and pollutants has led organizers and researchers to seek to design and set up networks that focus on environmental factors and reduce pollutants in all sectors. Therefore, the main objective of this paper is to present a fuzzy mathematical programming model for the green closed loop supply chain network, taking into account customer relationship management.Method: This is an applied-development study implemented in Saba Battery Company. In this study, a mixed integer linear programming model is proposed for designing a closed loop supply chain network that seeks to minimize costs and minimize environmental impacts. Also, the concept of customer relationship management in the form of the third objective function has been added to maximize the amount of worn-out product collected to this model.Results: Given that the proposed model belongs to the NP-hard category, a multi-objective genetic algorithm is used to solve the model, and finally, the Pareto's solutions are determined. Based on the results, the two objectives of the economic and environmental objectives are contradictory. That is, moving each one toward the desired one requires movement of the other objective function to the undesirable.Conclusion: In this research, the proposed mathematical programming model has been solved with a multi-objective genetic algorithm, which results indicate the location and capacity of the facility, the amount of production, the amount of inventory and the amount of transportation of the products.

Electronic customer relationship management framework for Game Parks in Zimbabwe

Electronic customer relationship management (e-CRM) is acknowledged today as an obligatory concept of customer relationship management in the world of services. However, there is a lack of any clear e-CRM framework for Game Parks in Zimbabwe. Consequently, this study’s primary objective is to address a gap existing in research to gain an appreciation of the underlying reasons affecting the adoption of available e-CRM technologies and uncover prevalent trends in Game Parks in Zimbabwe. Accordingly, the study deployed a qualitative research case study design used within a design science research framework. Thematic analysis was used to analyze data. Findings show that the studied Game Parks still use peripheral e-CRM tools at the pre-, during and post-visit stages. This was mainly due to the following; lack of financial resources, lack of employee buy-in, management domination by individuals without full knowledge of electronic tools, and customer ignorance. Consequently, results were synthesized into a framework that two experts evaluated. This study is crucial as it provides new insights on how e-CRM can be implemented for Game Parks, especially in Zimbabwe. The study augments knowledge in the field of e-CRM for Game Parks, especially in developing countries like Zimbabwe.

The Effectiveness of the Concept of CRM Application for SMEs during the COVID-19 Pandemic

Small and medium enterprises (SMEs) are the business sector that has felt the impact of the COVID-19 pandemic in Indonesia. With this pandemic, all business lines that became the axis of economic growth in Indonesia experienced a significant decline. The purpose of this study is to determine the effectiveness of the use of the concept of customer relationship management (CRM) to increase the sales of an SME engaged in food supply services during the Covid-19 pandemic. The result of this research is the formation of a website that can help SMEs in promoting products online in order to increase sales.

Customer Relationship Management Menggunakan Metode Prototyping Untuk Produk Pembiayaan BPRS Al-Salam

BPRS Al Salam is a Sharia Micro Finance Institution (LKMS) that already has many customers, especially in financing products. However, in the manual funding application, the customer must come to BPRS Al Salaam, this is very troublesome for customers who want to apply for financing. Financing type marketing media still uses brochures, there is no easily accessible media to find out information on customer financing data such as financing status, payment maturity from financing transactions and the absence of a special forum for communication between BPRS and customers. To improve service to customers of BPRS is the application of the concept of customer relationship management (CRM). The purpose of this study is to design a CRM for financing products in order to improve service to customers. The system development method uses the Prototyping method. Tools in designing systems using UML include usecase diagrams, narrative usecase, activity diagrams, sequence diagrams, and class diagrams. Whereas system programming uses PHP and MySQL database, system testing with user acceptance test (UAT) methods. The results of this study resulted in a CRMS (customer relationship management system) developed with the Kalakota and Robinson approach that would produce a system that was in accordance with the needs of the organization and concluded that 80% of users agreed that the BPRS interface and application features were made in accordance with desires.

Benefits of using CRM (Customer Relationship Management) by Accounting Services Providers

Accountants as service providers, offer services consisting of analysis of the profitability of their own clients. However, accountants, with the organizational forms they operate through, are also profit-oriented entities. In order to properly position on the market, accountants are forced to find ways, methods or technologies that would improve the service they offer to the clients. The concept of CRM (Customer Relationship Management) will be presented as a comprehensive business philosophy that enables the improvement of the relationship between the provider and the user of accounting services. CRM systems are a synthesis of software and business philosophy that focus on the specific customer requirements. Recognizing the benefits offered by these systems allows accounting service providers to obtain relevant information about their clients' characteristics. This allows to offer added value to the services, increasing the loyalty of existing customers, it also enables opportunity to develop a strategy to attract new customers, which could ultimately result in increasing the profitability of companies that provide accounting services.  

An Early Response To COVID-19: The Case of Phuket Tourism Business

This paper discusses the effects of the COVID-19 pandemic situation on the tourism industry, especially on the tourism business in Phuket. This preliminary study explores immediate responses that occurred during the first stage of the outbreak. The concept of customer relationship management (CRM) is applied in this study. It was found that, despite the challenging time, the tourism business, especially hotels, performed some CRM activities allowing them to continue to build and maintain relationships with their customers. The concepts of extension, retention, and socially responsible action are suggested. It is recommended that travel organizations practice CRM, especially during this crisis.

The Impact of CRM on Customer Satisfaction and Customer Loyalty: Mediation Effect of Customer Perceived Value (Evidence from Hospitality Industry)

Many businesses and service providers including hotels realize the significance of Customer Relationship Management (CRM) and its potential to help them gain new customers, retain existing customers, and maximize their lifetime value. This study aims to explore the relationship between CRM and customer perceived value (CPV), and their impact on customer perceived satisfaction and loyalty towards hotels in Egypt. The study clarifies the need for hotels to strengthen their business relationship with their customers as it is considered a strategic step for the growth and competitiveness of hotels. The contribution of this research is to help managers of hotels to better understand the real value of CRM and if it is really worth the large amounts of money that are put in it. Moreover, the study further added the investigation of whether CPV mediates the relationship between CRM and customer satisfaction/loyalty or not. The researchers adopted a quantitative approach that started with a comprehensive literature review of the main marketing concept of CRM and its alleged outcomes of customer perceived value (CPV), satisfaction and loyalty. This was followed by designing a conceptual model to answer the research questions. Next, primary data was gathered using self- administered questionnaires to collect quantitative data from several branches of one 5-star hotel in Egypt based on a case study approach. Structural Equation Modeling (SEM) technique was utilized to test the relationship between CRM and customer satisfaction and loyalty via l mediating variable which is CPV. Fitting measures prove to be within the required threshold, which proves that the model is fit. The results indicate that there is a positive significant relationship between CRM and CPV and that CRM positively affects customer satisfaction and loyalty, yet the researchers suggest application on other hotels to further test the model.

CRM and its Importance for Business Competitiveness

This paper deals with the Customer Relationship Management (CRM) system with emphasis on the importance for the competitiveness of a business. The aim of the present article is to seek whether a business pursues customer value on a regular basis regardless of its size. Monitoring customer value can thus be one of the criteria that measure the success of implementing an overall customer relationship management concept in a particular business. CRM system is also used in agribusiness.

APLIKASI E-ULOS DENGAN KONSEP CUSTOMER RELATIONSHIP MANAGEMENT UNTUK MEMBANGUN LOYALITAS PELANGGAN

Bataknese (such as Batak Toba, Karo, Simalungun, Pakpak) in their ceremonial events (birth, marriage, death) are use of Ulos. Gallery Ulos Sianipar is a business unit selling various Batak weaving such as Ulos, Songket, Kebaya and Batak Traditional Clothing. Gallery Ulos Sianipar use minimum Information Technology in business activities. Analysis SWOT (Strength, Weakness, Opportunities, Threat) aims to capture the organization's needs for system development. IDIC Model (Identify, Differentiate, Interact, Customize) aim to implement the concept of customer relationship management to increase the loyalty of customers

PEMODELAN ARSITEKTUR ENTERPRISE SISTEM INFORMASI CUSTOMER RELATIONSHIP MANAGEMENT MENGGUNAKAN ENTERPRISE UNIFIED PROCESS

The information technology has an important role in a company or agency to run its business process. It can help to optimize the business continuity as in the customer service process. In this case, the company needs an information system to manage the relationship between the customer and company applied into the concept of Customer Relationship Management (CRM). The initial stage in the development of information systems is to design architecture including: technology architecture, data architecture, and business process architecture. The Unified Process (UP) is a framework of the instantiated software process, both the Rational Unified Process (RUP) and Enterprise Unified Process (EUP). The information system architecture of CRM uses the Enterprise UP method. It is an enterprise architecture design that can be used as a reference to build a CRM-based system that can increase core value in service to customers. The results of this study are recommendations for information systems architecture models and methods used to achieve the strategic goals of the organization, especially in terms of customer service.

Analysis and Development of Marketing for the Creative Industry of West Sumatra Based on E-Commerce with the Concept of Customer Relationship Management (Crm) (Analisa Dan Pengembangan Pemasaran Industri Kreatif Sumatera Barat Berbasis E-Commerce Dengan K

West Sumatra is an area in Indonesia that has many Creative Industries, this is the reason the government places representatives of the Ministry of Creative Industries in this region. This is done to foster, oversee and develop the Creative Industries that exist today. The Creative Industries that exist today are very diverse there are 15 fields that are very potential to be developed in Indonesia, Advertising (Advertising), Architecture, Art Goods Market, Crafts (Craf), Design, Video, Film, Photography, Interactive Games (Games), Music , Performing Arts (Showbiz), Publishing and Printing, Computer and Software Services, Television and Radio (Broadcasting), Research and Development (R&D), Culinary. Of the 15 creative industries in Indonesia for the West Sumatra region there are 9 sub-sectors of potential creative industries, namely, fashion, culinary, handicraft, music, performing arts, photography, design, animation, and film, but not all creative industry sectors it is developing so that it has an impact on the marketing of its products. For this reason, it is necessary to analyze and develop the marketing of creative industries in West Sumatra that prioritizes the concept of Customer Relationship Management (CRM) so that marketing concepts that have the potential to increase marketing of creative industry products will be known. Especially now that the Provincial Government is developing the Halal Tourism Industry, of course in this field there a re very many opportunities for the development of the Creative Industries