Consumer Relationship Management Research Articles

Predictive Analytics Techniques in Consumer Behaviour: A Literature Review

Under fierce market competition, there is a need for enterprises to analyze and predict the behavior of consumers in order to improve the market competitiveness. We find that in the previous literature, there is little specific systematic summary and research on the methods to predict customer behavior. Thus, in this paper, we discuss relevant concepts of customer behavior and predict consumer behavior by studying the operation mechanism of Big Data Analysis (BDA), Decision Tree (DT) and Consumer Relationship Management (CRM). We also study the application of each technology to enterprises in different fields and its impact on consumer behavior. BDA can efficiently organize a large amount of data into several variables that is related to the prediction and provide a reference prediction for the business. DT can effectively improve the accuracy of market segmentation, classify customers into sub-customer groups with distinct consumption characteristics, and help enterprises make targeted decisions. CRM can collect customer information through data sampling to build a comprehensive view of customers, and create customer analysis and prediction models according to the different needs of the enterprise. Studying the past consumer behavior can help enterprises to better develop products and make personalized decision plans for specific customer groups.

Personalizing Customer Connections: Optimizing CRM Strategies in Levi's Retail Outlet in Ahmedabad city of Gujarat

Effective consumer Relationship Management (CRM) is essential in the current competitive retail landscape to comprehensively comprehend consumer requirements, provide tailored experiences, and cultivate loyalty. This research examines the intricacies of customer relationship management (CRM) processes at Levi's retail stores, with the goal of identifying areas of strength, weakness, and providing suggestions to improve the efficacy of CRM. The study employs a qualitative methodology, using purposive sampling to pick Levi's branch managers based on their experience and the importance of their outlets. Interviews are conducted to gather data. Semi-structured interviews provide a thorough investigation of CRM strategy, data management, personalisation efforts, difficulties, and future plans. These interviews are conducted while adhering to ethical rules. Theoretical contributions focus on the actual implementation of CRM ideas, enhancing the current body of knowledge by providing valuable insights into CRM practices that are relevant to the retail industry. The report recommends more investigation into the influence of developing technologies on customer relationship management (CRM) and the analysis of tactics in various retail sectors. To summarise, this study highlights the crucial function of CRM in cultivating customer connections inside Levi's retail stores. The text highlights the significance of technology, personalisation, and customer-centric strategies in attaining retail success via good CRM practices. It offers practical insights for managers and researchers.

The central role of consumer–brand engagement in product and service brand contexts

AbstractThis paper examines key relational drivers and brand outcomes of consumer–brand engagement (CBE) in smartphone (product) and social media (service) brand contexts. The study utilised structural equation modelling to analyse data collected from 503 smartphone owners and 491 social media users through online surveys. The findings show that, in both brand contexts, brand trust, self-expressive brand, and brand interactivity influence CBE. Furthermore, CBE positively influences brand evangelism and consumer-based brand equity. The mediating role of CBE is also reported. The findings imply that developing consumer relationship management (CRM) initiatives that generate brand trust, self-expressive brand, and brand interactivity, will lead to consumers having mutually rewarding and interactive relationships with the brand, leading to favourable brand outcomes. The paper contributes theoretically and contextually by testing an S-D logic-informed conceptual model that explains the important role of CBE in interrelating with important relational concepts in two contexts.

Access Control Management System for Edge Computing Environment Using Tag‐Based Matching and Cache Injection

With increasing attention to the secondary use of data, privacy protection laws such as the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have come into force to protect residents from unauthorized exploitation of personal data. Flow management is an effective method to track the distribution of user data in a multi‐domain network environment. Transparency in the relationship between data and service providers is essential to track the status of data provision. Vendor and Consumer Relationship Management (VCRM) manages this relationship by regulating relevant flow information. VCRM is expected to collaborate with the edge‐computing environment in the management of regional unit flow, wherein all access to personal user data should be restricted in accordance with the stakeholders' requests. Accordingly, this study proposes a packet processing function that collaborates with VCRM to manage the access control of flows passing through a regional network. Moreover, this paper proposes methods to reduce packet processing time on the switch, and requests to the switch controller. Using tag‐based matching and cache injection methods, the number of requests to the controller decreased to 33.4% of the original figure. Our proposed method also reduces the total processing time on flow management switches in the network environment in the analysis of encrypted TCP streams such as HTTP over TLS and MQTT over TLS. © 2023 Institute of Electrical Engineer of Japan and Wiley Periodicals LLC.

Науково-методичне забезпечення формування системи управління взаємовідносинами зі споживачами в цифровому просторі

One of the modern challenges of the organization of marketing activities is the rapid development of digital technologies and information systems as effective tools for promoting products and e-commerce. Therefore, enterprises pay considerable attention to the technological component of business digitalization based on the modernization of IT infrastructure, the introduction of cloud software, and the formation of digital channels using information technology. The key vector of digital transformation should be aimed at increasing the requirements for the level of logistics services, the emergence of new criteria for the quality of logistics services, that is, the formation of a customer-oriented approach to customer relationship management. In view of this, the purpose of this study is to develop scientific and methodological provision of the formation of a system for managing relationships with consumers, taking into account the challenges of the digital environment. To achieve the set goal of the study, the methods of analysis, synthesis, comparison, classification, expert questioning, statistical analysis, structural and logical generalization were used. In the article, the system of management of relationships with consumers is considered as an interrelated set of objects and subjects of management through the implementation of the entire list of functions of management of consumer service processes on the basis of the use of mechanisms of information, organizational and logistical support. The level of use of information and communication technologies in the organization of consumer service processes at Ukrainian enterprises is analyzed. A structural and functional scheme of formation of a system for managing relationships with consumers has been built. The expediency of applying a system approach to the digital transformation of the consumer relationship management system based on the use of information tools and digital channels is substantiated; formation of a qualitatively new culture of marketing communications and omnichannel information environment.

Predicting Consumption Intention of Consumer Relationship Management Users Using Deep Learning Techniques: A Review

Consumer/customer relationship management (CRM) can potentially influence business as it predicts changes in people’s perspectives, which could impact future sales. Accordingly, advancements in Information Technology are under investigation to see their capabilities to improve the work of CRM. Many prediction techniques, such as Data Mining, Machine Learning (ML), and Deep Learning (DL), were found to be utilized with CRM. ML methods were found to dominate other approaches in terms of the prediction of consumers’ intention to purchase. This review provides DL algorithms that are mostly used in the last five years, to support CRM to predict purchase intention for better product sales decisions. Prediction criteria related to online activities and behavior were found to be the most inputs of prediction models. DL approaches are slowly applied within purchase intention prediction due to their advanced capabilities in handling large and complicated datasets with minimum human supervision. DL models such as CNN and LSTM result in high accuracy in prediction intention with 98%. Future research uses the two algorithms (CNN, LSTM) compiled to make the best prediction consumption in CRM. Additionally, an effort is being made to create a framework for predicting purchases based on many DL algorithms and the most pertinent characteristics.

How to identify product defects and segment consumer groups on an online auto forum

AbstractChina's automotive industry has entered a stage of great growth. Owing to the widespread and rapid information dissemination of online automotive forums, they have become an important source for manufacturers to collect product defect information and understand consumer preferences. The purpose of this study is to investigate car defect information and consumer preferences from online automotive forums and segment consumers based on consumer preferences, which holds great promise as a means for companies to improve product design and consumer relationship management. Based on text data of China's top‐ranked Pacific Auto Network, we applied the LDA model, sentiment analysis, text classification, and cluster analysis methods to determine the influencing factors of automobile consumers’ purchasing behavior, identified automobile product defects, and subdivided consumer groups. The results show that the factors affecting consumers’ car buying behavior are low fuel consumption, affordable price, superior performance, fashionable appearance, and comfortable use. Car product defects are mainly reflected in the three aspects of the car's performance, comfort, and configuration; there are six kinds of consumer groups: price seekers, fuel consumption seekers, performance seekers, comfort seekers, cost performance seekers, and appearance seekers. Of these, cost performance seekers make up the largest proportion, and they constitute the largest group of intention purchasers. These findings can help enterprises develop targeted product improvement programs, but also provide a decision‐making basis for enterprises to achieve precision marketing.

CLIENT RELATIONSHIP MANAGEMENT IN LATVIAN RETAIL ENTERPRISES UNDER COVID-19 CIRCUMSTANCES

Ensuring customer satisfaction is the key to a successful retail business. The process of attracting new customers always involves more money, time and energy. In order for a company to retain existing customers and build relationships with them, one of the basic tasks is to know the factors and levels that affect their satisfaction. In the current situation of COVI-19, this poses even greater obstacles and challenges. In order to identify the company's ability to ensure competitiveness in a crisis situation, the authors have set the goal of the research to study the factors influencing retail consumer behavior under COVID-19 circumstances. This study will provide retail businesses with an understanding of the need for consumer relationship management in a restricted situation. From the scientific point of view, the authors have analyzed the theoretical aspects and summarized the approach to the understanding of buyers' behavior in crisis conditions. As a result of the research, the authors conclude that even in crisis situations, companies can manage the relationship with consumers and shape the attitude of buyers, which can be one of the tools for ensuring competitiveness.

Building consumer communal relationships through cause‐related marketing: From the perspective of persuasion knowledge

AbstractThis study investigates the value of cause‐related marketing (CRM) campaigns in consumer relationship management. Specifically, following the tenets of persuasion knowledge model and equity theory, this study proposes that the effect of consumers' inferences of companies' manipulative intent (IMI) in CRM campaigns on consumer–brand communal relationships is contingent on consumers' knowledge about the degree to which the companies and the social cause benefit from the campaigns. A panel of 506 U.S. consumers was recruited to complete an online survey. Results reveal that when consumers believe that nonprofit partners benefit more from a CRM campaign than the company does, IMI positively affects consumer–brand communal relationships. However, when consumers perceive greater corporate benefits than social benefits, IMI negatively affects consumer–brand communal relationships. These results present a convincing case that in order to cultivate a long‐term communal relationship with consumers, companies should promote their CRM programs by highlighting these programs' social benefits and impact. If such programs are considered to yield more corporate benefits, companies should make efforts to mitigate the negative impact that IMI may bring to consumer–brand communal relationships. This study also advances our existing understanding of communal relationships and CRM by unveiling how CRM‐related factors collectively influence corporate building of a long‐term communal relationship with consumers. We hope to inspire future researchers who are interested in bridging CRM and communal relationship literature to inform effective CRM practice.

An Empirical Study on Impact of Web on CRM With Special Reference to E-Tailing in Uttar Pradesh

The Web is being viewed as a technique and place to enhance customer relationships. In this paper, we tried to develop a model to analyze the Web characteristics that help in building customer relationship management and then used this model to examine consumer relationship building mechanisms in online e-tailing. In this research, a structured questionnaire was administered on 150 shoppers of books and study materials. On the basis of responses, the causal modal was validated. This research has contributed to both theory and practice by providing a validated model to analyze online customer relationship building and suggesting mechanisms to help e-tailers focus on online consumer relationship management.

Testing the effects of reputation, value congruence and brand identity on word-of-mouth intentions

PurposeThis study developed and tested a consumer relations model to determine linkages among brand identity, reputation and value congruence with positive Word-of- Mouth (WOM) intentions.Design/methodology/approachAn intercept survey was conducted during which 350 participants were asked about their perceptions of the store from where they are most likely to purchase coffee among options including multi-national corporations (MNCs) that have global brand identity and small to medium enterprises (SMEs) with local brand identity.FindingsReputation and value congruence were positively related to positive WOM intentions. Unexpectedly, respondents indicated more positive WOM intentions toward SMEs than MNCs.Research limitations/implicationsThe findings suggested that value congruence and reputation are positively associated with WOM intentions. Yet, consumers indicated greater WOM intentions toward SMEs than MNCs, which implies that SMEs may be unique and have the ability to create more emotional attachment between businesses and consumers.Practical implicationsTo promote consumers' positive WOM intentions, corporate/brand communication practitioners need to build a favorable reputation through effective communication that externalizes organizational values among consumers and includes companies' commitment to the communities in which they operate.Originality/valueLike SMEs, MNCs should build quality relationships with the local community where they conduct business. Also, based on definitions of values and values congruence in the research literature, an original five-item scale of value congruence was developed and validated to measure the congruence between consumers' personal values and their perceptions of a company's values in the context of consumer relationship management.

Tit for tat: understanding the responding behavior of property hosts on peer-to-peer rental platforms

Purpose Due to their very different contexts, the responses made by property hosts to online reviews can differ from those posted by hotel managers. Thus, the purpose of this study is to investigate the determinants of the responding behavior of hosts on peer-to-peer property rental platforms. Design/methodology/approach This study applied a comprehensive framework based on the theory of planned behavior. Empirical models are constructed based on 89,967 guest reviews with their associated responses to reveal the responding pattern of property hosts. Findings Unlike hotel managers, property hosts are more likely to reply to positive than to negative reviews; moreover, when they do choose to respond to negative reviews, they are likely to do so negatively, in a “tit-for-tat” way. This study also finds that one reason for the difference of responding patterns between property hosts and hotel managers is the hosts’ lack of experience of consumer relationship management and service recovery. Research limitations/implications This study provides a good start point for future theoretical development regarding effective responding strategy on peer-to-peer property rental platforms, as well as some useful implications for practitioners. Originality/value This study is an early attempt to analyze the impact of the particularity of emerging platforms on the responding behavior of service providers based on a comprehensive conceptual framework and empirical model thus provides a good starting point for the further investigation of effective response strategies on these emerging platforms.

The effect of CRM on employee performance in banking industry

The relationship between the organization and its clients is the life of every enterprise, whether it is a multinational corporation of several billion employees and a multi-million-deposit business or sole traders with a handful of daily customers. The relationship between the organization and its traditions is the key concern. Between these two cases, consumer relationship management (CRM) is the same in theory and may differ significantly. Both the company and consumers have some factors to meet, such as the desires and expectations of all sides, before forming a contract. We need to earn a profit to succeed and to improve clients expect excellent support, better goods and reasonable pricing. The implementation of a CRM program will impact consumer service and customer knowledge for various purposes. Likewise, adopting a CRM strategy would definitely affect consumer loyalty and awareness. CRM guarantees that consumers are happy and strengthens ties between the company and its clients. Such practices improve the partnership between customers and sales representatives. The study carried out the quantitative approach in the delivery of the questionnaire to more than 100 bank customers. In concise and inferential statistics, the data were handled using the SPSS statistical method. Data indicates that the strong relationship between consumer loyalty and customer happiness of CRM technologies occurs and the stronger the overall customer satisfaction score, the larger the volume of CRM technology deployed.

An Empirical Investigation of the Longitudinal Effect of Online Consumer Reviews on Hotel Accommodation Performance

This study empirically investigates the effects of online consumer reviews on hotel accommodation performance in an e-commerce context. Online consumer reviews include two types: online consumer satisfaction and electronic word-of-mouth (eWOM). eWOM was also regarded as the proxy of consumer loyalty. Hotel-level online consumer reviews from three well-known online travel agencies (i.e., Agoda.com, Expedia.com, and Trip.com) and financial data from 88 hotels were combined and analyzed using the Hayes’ PROCESS Macro. Based on the service-profit chain (SPC) framework, the two forms of online consumer reviews, satisfaction, and eWOM, were hypothesized to have positive effects on performance. The hypothetic effects were assessed in terms of the concurrent model and three lagged models. The results indicate that satisfaction has a positive effect on eWOM. However, to our great surprise, the two forms of online consumer reviews did not directly affect hotel accommodation performance across the concurrent model and the three lagged models. Additionally, online consumer satisfaction did not influence hotel accommodation performance via eWOM. The results have several important theoretical and practical implications for online consumer relationship management in the hospitality and tourism industry. The results of this study can further clarify the relationships among online consumer satisfaction and eWOM (customer loyalty), and performance.

A Study on Managing Customer Taking Advantages of Strict Customer Friendly Policies Using Fake Orders of Products

In a particularly competitive distribution sector, a way to attain competitive advantage is to substantiate that the consumers unit of measurement happy. It is together an indisputable fact that having a good transport system could also be a pleasant issue to substantiate long haul services and growth the company. The study is to look out the role transportation play in achieving consumer satisfaction inside the non-public distribution sector a case study. Eventually, the results unit of measurement meant to boost this levels of consumer satisfaction with the form of transportation. Specifically it seeks to uncover the factors accounting for consumer satisfaction in transportation of merchandise. The study reviewed major theoretical area to develop a framework that implies that consumer satisfaction in Distribution Company would be Associate in nursing operator of service quality and consumer orientation of service staff. The info from the study planted staff and customers of xxxv people and was analyze through a descriptive statistics. The study reveals that the mode of transportation doesn't constantly reach swish delivery and satisfaction desired but adds value to the mode of transport. It together shows that delivery times to customers don't seem to be constantly meet. Most shoppers together agree that increase in client satisfaction together depends on transportation. Moreover, it's counsel on the premise of the proof that to understand consumer Satisfaction higher, the company ought to survey customers regarding every perceived service quality and therefore the perception regarding satisfaction. As further and extra enterprises notice the importance of adjusting into customer-centric in these days silos competitive economy, they embrace client relationship management as a core business strategy. Consumer relationship management associate integration of information technology and relationship commerce, provides the infrastructure that facilitates long relationship building with customers at associate enterprise-wide level. However, not all firms square measure prosperous in their client relationship management implementations. Many embody an elaborate implementation technique, notably in developing countries like China. This paper examines the implementation of client relationship management at variety one advanced company in Republic of India, and summarizes the factors that end in the success of client relationship management comes in Republic of India context supported the framework projected inside the paper. The results from the case study together counsel that people, technology, and business processes square measure all key enablers in client relationship management of implementation.

Exploring E - CRM in Indian banking sector

Consumer relationship management can be explicated as the procedure of gaining, retaining and developing rewarding consumers. It demands an unambiguous centre on the service characteristics that signify value to the consumer and initiates allegiance. CRM is considered to be 10% strategy and 90% action as per according to certain literature. It is considered as business strategy that increases value to customer services in bank and brings customers near to business. To derive customer delight a proper strategic alliance is required in implementation. E-CRM emerged from internet and web technology, which helps in facilitation of implementation of customer relationship management. It relies on internet or web-based interactions between company and customers.

Strategies for the incorporation of SMES to digital markets

This document is the result of the analysis of the situation of micro and small enterprises (SMEs) in Mexico, a documentary review and a quantitative, descriptive investigation was made showing some of the characteristics of the SMEs as economic units and the use of the WEB and social networks for the sale and commercialization of their products or services, a proposal is developed that could support their permanence in the market, as well as allowing them to be more competitive by incorporating new markets with marketing means supported by innovative technologies and digital marketing practices (e-commerce), such as the development of its WEB page, use of social networks and Marketplaces platforms, as well as CRM (Consumer Relation Ship Management).

Consumer Relationship Management and Its Effect On Organizational Performance Within the Telecommunication Industry of Ghana

Customer relationship management (CRM) is a practice which is being adopted by many industries because businesses are shifting from being profit oriented to customer oriented. Recently, CRM has been an area of interest for researchers thus; it has yielded a significant number of studies. However, results are often unclear and this may be attributed to the strong disagreement regarding the exact domain of CRM (Rigby, Reichheld, and Schefter, 2002). It is on these grounds that this study was conducted to contribute to existing literature on CRM and its effects on performance in the telecommunication industry of Ghana. Some explanations are made on the role and relationship between CRM and Organizational Performance.
 The study is quantitative in nature and a linear regression model was used to assess the effect CRM has on Organizational Performance. A significant finding made from the study was that CRM if well implemented has a positive effect on the performance of an organization. An important recommendation made is, industries should improve on their CRM practices since it improves their Organizational Performance.

Research on the application of mobile e-commerce in ecotourism

Tourism is a comprehensive industry with strong relevance which has a profound connection with many industries of the national economy. As a coordinated result between human being and nature, ecotourism is being loved by more and more people. It has huge developing potentiality. Research on ecotourism can also promote ecological protection and sustainable development of the economy, which is an effective way to realize the harmonious development of economy and ecology. Due to the wide area, growing of self-help tour mode, the traditional e-Commerce is difficult to manage and provide suitable service in entire course of a tour. Tourists are most concerned about how to obtain information in the process of tourism, collect evidence in a timely manner, ensure the safety of them, improve service quality and meet personal satisfaction. Mobile E-Commerce is an expansion of E-Commerce with using portable wireless devices, and Mobile E-Commerce can provide personal service at any time in any place through wireless net. Mobile E-Commerce makes it possible that e-Commerce move with movable people. This article analyzes the necessities and superiorities of Mobile E-Commerce in ecotourism. Mobile E-Commerce can realize mobile information management, mobile marketing, mobile consumer relationship management etc. in ecotourism. First, the application of mobile e-commerce in ecotourism is investigated and evaluated with PEST analysis method. Then, through the analysis of Specific application mode of mobile e-commerce in ecotourism. Finally, it concludes that tourism is the most suitable product for mobile e-commerce, and the combination of the two can better promote the development of ecotourism and improve economic benefits.

Effects of the Application of the CRM Concept to Profitability of the Banks

Abstract CRM (Consumer Relationship Management) is a recent concept. Development and introduction of this concept in the banking operations started in the ‘90s. Due to complex market conditions and the current environment in which banks operate, it is necessary to have a new method for doing business, which will provide quick and efficient recognition of clients. This business concept entirely replaces the traditional operating methods of the bank, where the focus is on clients, their needs, and wishes. The CRM concept enables the bank to respond to the individualized demands of the clients with quality banking products and services. With this, the banks manage to deal with the tough competition and make a profit. The goal of this paper is to examine the importance, development, and implementation of the CRM in the banks. The paper tries to prove the hypothesis: Introduction of the CRM philosophy in the banking operations leads to increased profitability of the bank.