Customer Relationship Research Articles

The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption

The digital age has fundamentally transformed how customers interact with brands. This research investigates the critical role of customer experience (CX) in fostering brand loyalty amidst the disruptive landscape of digital technologies. A mixed-methods approach was employed. A quantitative survey (n=500) of consumers assessed CX dimensions and their impact on loyalty. Qualitative interviews (n=20) with CX professionals explored strategies for optimizing CX in the digital era. Statistical analyses (regression, factor analysis) were conducted on survey data, while thematic analysis was applied to interview transcripts. Quantitative results identified personalization, omnichannel integration, and emotional engagement as key CX dimensions significantly influencing brand loyalty. Qualitative findings highlighted the importance of data-driven CX strategies, employee empowerment, and a customer-centric organizational culture. This research demonstrates that CX is a powerful driver of brand loyalty in the digital age. By focusing on personalization, omnichannel integration, emotional engagement, data-driven insights, employee empowerment, and a customer-centric culture, businesses can navigate digital disruption and build lasting customer relationships.

Research the Impact of Online Marketing on Customers Perceived Value of Vietnamese Joint Stock Commercial Banks

Research the impact of online marketing on customer perceived value at Joint Stock Commercial Banks (JSCBs) is a significant and highly applicable topic in marketing and management business. The analysis and conclusions from this study can provide valuable information about how online marketing influences customer perceptions and the value they place on their banking experience. This will help businesses better understand how to interact with customers, optimize their marketing strategies, and improve customer relationships to increase business efficiency. The authors have proposed a theoretical model and scale based on a comprehensive study of published documents. Through qualitative research and in-depth interviews with experts, an official research model and scale have been formed, including six variables (five independent variables and one dependent variable) with 33 observed variables. Conducting quantitative research with a sample size of N = 355, the model has been determined to suggest five independent variables with 28 observed variables and one dependent variable with 5 observed variables (through Cronbach's Alpha and EFA coefficients), and the model adjusted model with five independent variables with 27 observations and one dependent variable with 05 observed variables. The study has determined the impact of online marketing on customer perceived value at Vietnamese joint stock commercial banks, arranged in descending order of influence: ((1) Online Communication; (2) Online Customer Service; (3) Online Offer; (4) Online retail Pricing, and (5) Online Distribution.

CUSTOMER SEGMENTATION USING MACHINE LEARNING

Businesses need to identify and segment their consumer base in order to effectively customize their strategies and improve customer satisfaction in the highly competitive market landscape of today. The goal of this study is to employ machine learning techniques to create a strong consumer segmentation model that will classify customers according to their demographics, behaviors, and purchase histories. Through the use of multiple clustering methods, including K-means, DBSCAN, and Hierarchical Clustering, the model seeks to find unique customer segments with shared attributes. To accomplish optimal segmentation, the segmentation process entails three steps: feature selection to identify the most significant features, model training, and data preprocessing to manage missing values and outliers. In-depth segment analysis is also included in the report to offer practical insights for better client retention tactics, tailored recommendations, and focused marketing efforts. The results of the study illustrate how machine learning may be used to find hidden patterns in consumer data, giving organizations the ability to make data- driven decisions. Organizations may improve their marketing efforts, allocate resources more efficiently, and eventually increase customer engagement and profitability by putting this customer segmentation strategy into practice. Key Words: K-Means Clustering, Hierarchical Clustering, Density-Based Spatial Clustering of Applications with Noise (DBSCAN), Cluster Plotting, Heatmaps, customer relationship management (CRM) system.

Business Development Strategy Analysis Using the Business Model Canvas Approach at Genong Farm Madiun

This research aims to analyze and recommend business development strategies for Genong Farm Madiun using the Business Model Canvas approach. The method used is descriptive qualitative, with data collection through observation, interviews, documentation, and triangulation. Data is analyzed using the Miles and Huberman model, which includes data collection, data reduction, data presentation, and verification. The research results identify that the business model of Genong Farm Madiun encompasses nine elements of the Business Model Canvas: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships, and Cost Structure. Based on this analysis, strategic recommendations are provided for each element to enhance business operational effectiveness and efficiency. This research provides valuable insights into how Genong Farm Madiun can optimize its business model to achieve sustainable growth and increase market competitiveness. The recommendations given are expected to assist Genong Farm Madiun in designing better and more innovative business strategies.

Effectiveness of Customer Relationship Management Practices at Hyundai Motors

Effectiveness of Customer Relationship Management Practices at Hyundai Motors

EVALUATING THE SUCCESS FACTORS FOR KNOWLEDGE MANAGEMENT IN THE FINANCIAL SECTOR: AN AHP- DEMATEL APPROACH

The objective of this article is to identify and understand the success factors of knowledge management within the financial sector. In the ever-evolving business environment, effective knowledge management (KM) is imperative to maintain a competitive advantage. Effective KM within financial institutions can build standardized processes, ensure speedy delivery, and foster better customer relationship management. An integrated approach of the Analytical Hierarchy Process (AHP) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) methods was used to rank these critical success factors and understand their interrelationships. The findings identify organizational factors (cultural aspects, organizational structure, top management support), technological factors (technological adoption, infrastructure support, collaborative systems), and human resources factors (training & learning, agile workforce, knowledge sharing) as the critical success factors. Technological factors were identified as the most important factors. The article further complements the findings of the AHP by exploring the interrelationships between the identified factors to understand and prioritize possible intervention areas. This research has significant theoretical and practical implications. The findings can help financial institutions implement and manage knowledge management initiatives within the organization. This study also adds to the extant literature and addresses gaps in the research in the context of KM within the financial sector.

The influence of service quality and marketing ethics on relationship marketing outcome in private hospitals

ABSTRACT This paper investigates the impacts of service quality and marketing ethics dimensions on patient satisfaction, ultimately affecting patient loyalty and word-of-mouth in private hospitals in Jordan. The study, based on a survey of 320 participants using Google Forms and social media, employs Amos software for data analysis. The findings reveal that the majority of service quality dimensions, including technical quality, interpersonal quality, and administrative quality, as well as all marketing ethics variables such as trust, privacy, and honesty, significantly influence patient satisfaction, subsequently contributing to both patient loyalty and word-of-mouth. However, an insignificant relationship was found between environmental quality and patient satisfaction. Notably, patient satisfaction acts as a mediator in these relationships. The research contributes to customer relationship marketing theory in healthcare by operationalizing CRM variables and examining the interplay between service quality, marketing ethics, and patient satisfaction in private hospitals, thus filling a gap in the existing literature.

Recent Trends of Customer Relationship Management in AI: A Scientometric Analysis

Theoretical background: The popularity of AI in recent years has led to its integration with various industrial sectors. This spectrum of AI applications has brought numerous topics that are underexplored and need to be taken up. One such area is the integration of AI with customer relationship management (CRM) systems. In consequence, this research is valuable for the scientific community. Purpose of the article: The purpose of the research is to conduct scientometric analysis in the field of AI in CRM and to identify the most crucial areas of research, identify motor and niche themes in the AI-CRM and indicate future research trends. Research methods: The methodology was divided into three parts: data collection, descriptive analysis, scientometric analysis. In the research, “R programming” and “Biblioshiny” were used to conduct scientometric analysis. This made it possible to generate charts and a table based on gathered data and then analyse the results. Main findings: The results show there is a growth in AI-CRM systems subject since 2019. Keywords like “CRM”, “public relationship” or “data mining” were often used in research articles. Future research trends can be define among others: acceptance and trust for AI powered technology, impact on companies’ environment or relationship with customer.

Influence of Customer Relations Capabilities on Competitive Advantage of Level 5 Public Hospitals in Kenya

The healthcare industry in Kenya is going through many challenges including reduced funding, shortage of staff, technological innovations and changing customer expectations which puts pressure on public hospitals to attain competitive advantage. The purpose of the study was to examine the influence of customer relations capabilities on competitive advantage of Level 5 public hospitals in Kenya. This study was anchored on dynamic capabilities theory. Positivism philosophy applied, where a descriptive correlational research design and a structured questionnaire were applied to gather quantitative data. The study focused on 33 Level 5 public hospitals in Kenya and the study population comprised of 495 CEOs, departmental heads and administrative heads of all the Level 5 public hospitals. Stratified random sampling was used to pick a sample of 222 respondents. The study’s data analyses involved descriptive statistics (frequencies, means and standard deviations) and inferential analysis (simple linear regression analysis). The findings revealed that customer relations capabilities had a statistically significant and positive effect on the competitive advantage of Level 5 public hospitals in Kenya (β = 0.629, p < 0.05). The study concluded that customer relations capabilities are instrumental towards attainment of competitive advantage of the Level 5 public hospitals in Kenya. Based on the conclusion of the study, it is recommended to the top management of level 5 public hospitals to adopt systems and processes in their hospitals that gathers information to investigate customer needs.

The Impact of Loyalty Programs on Customer Retention in the Retail Industry

This study investigates the impact of loyalty programs on customer retention within the retail industry, focusing on how these programs enhance customer loyalty and influence purchasing behaviors. “Utilizing a mixed-methods approach, the research combines quantitative surveys and qualitative interviews to provide a comprehensive analysis. The primary objectives are to identify the types of loyalty programs used in retail, assess their effectiveness in retaining customers, and explore the psychological mechanisms that underpin customer loyalty. The hypothesis posits that well-designed loyalty programs significantly improve customer retention by increasing satisfaction and fostering repeat purchases. The findings reveal that loyalty programs, particularly those offering personalized rewards and tiered benefits, effectively boost customer retention by creating a sense of value and emotional connection with the brand. Additionally, the study highlights the importance of using customer data to tailor loyalty initiatives, which enhances the shopping experience and strengthens customer relationships. The research contributes to both academic literature and practical applications, offering valuable insights for retail managers aiming to optimize their loyalty strategies. By demonstrating the positive impact of loyalty programs on customer retention, this study underscores the critical role these programs play in achieving long-term success and competitive advantage in the retail industry.

Strategic alignment between supply chain partners and cost stickiness of suppliers

AbstractWe investigate the relationship between strategic alignment between suppliers and their major customers and the asymmetric behavior of costs, specifically cost of goods sold (COGS) and selling, general, and administrative (SG&A) costs. Utilizing mandated disclosures regarding major customers from 1978 to 2018, we construct supplier–customer dyads to examine this connection. Our results indicate a positive association between strategic alignment in supply chain partnerships and the stickiness of COGS and SG&A costs for suppliers. This positive association is more pronounced for suppliers in the early stages of their relationships than those with long-term partnerships. Additionally, strategic alignment increases the stickiness of suppliers’ research and development (R&D) costs. Furthermore, we observe that strategic alignment correlates with an extended duration of supplier–customer relationships and improved supplier performance. Our findings hold across alternative constructs of strategic alignment, various supplier strategy types, and when accounting for characteristics of the supply-chain relationship.

Unlocking the AI-powered customer experience: Personalized service, enhanced engagement, and data-driven strategies for e-commerce applications

In recent times, there has been a surge of interest in the transformative potential of artificial intelligence (AI), particularly within the realm of online advertising. This research focuses on the critical examination of AI’s role in enhancing customer experience (CX) across diverse business applications. The aim is to identify key themes, assess the impact of AI-powered CX initiatives, and highlight directions for future research. Employing a systematic and comprehensive approach, the study analyzes academic publications, industry reports, and case studies to extract theoretical frameworks, empirical findings, and practical insights. The findings underscore a significant transformation catalyzed by AI integration into Customer Relationship Management (CRM). AI enables personalized interactions, fortifies customer engagement through interactive agents, provides data-driven insights, and empowers informed decision-making throughout the customer journey. Four central themes emerge: personalized service, enhanced engagement, data-driven strategy, and intelligent decision-making. However, challenges such as data privacy concerns, ethical considerations, and potential negative experiences with poorly implemented AI persist. This article contributes significantly to the discourse on AI in CRM by synthesizing the current state, exploring key themes, and suggesting research avenues. It advocates for responsible AI implementation, emphasizing ethical considerations and guiding organizations in navigating opportunities and challenges.

Progression of Customer Relationship Management 2010–2023: A Bibliometric Analysis

The Customer Relationship Management (CRM) has evolved into a key business application, by gradually creating its impact over the years, where the organization made it one of the imperative requirements of effective Business operation. CRM in recent years emerged as, a more Business and customer-oriented application. This study aims to analyze the relevance of Customer relationships concerning progress from Customer Relationship Management (CRM) in fields of Subject area, Countries that contributed to the field of research, Sources, affiliations, Authors, and funding sponsors. Science mapping techniques and performance analysis were applied in this process by Vos-Viewer Bibliometric software by extracting 1,940 Publications between 2010 and 2023 that are indexed in the SCOPUS database. The Bibliometric analysis denotes that 2010 was the year with a maximum of 144 publications indexed in the Scopus Database and 2023 had a dip at only 105 indexing. Author Smith, A.D. with 23 articles publications. The countries that participated the most are the United States of America followed by India and United kingdom. Commendably China was the highest funding sponsor to be specific it’s from the National Natural Science Foundation of China. The research papers had major Affiliations from the Hong Kong Polytechnic University followed by Robert Morris University in Pennsylvania and Georgia State University. The research significantly shows the progress and impact all over the world and is not restricted to any specific industry.

Analysis of Supply Chain Management Practices in Stevedoring Business to Improve Operational Performance at PT Kutai Jaya Pundinusa

PT Kutai Jaya Pundinusa (KJP) operates in the dynamic and competitive stevedoring industry, leveraging on its established brand, skilled workforce, strong operational strategy, and certifications such as ISO. This research explores new competitive dimensions for KJP through thematic analysis, PESTLE, Porter’s Five Forces, and SWOT analysis. Using a qualitative research design, including in-depth interviews with internal and external stakeholders, the research identified opportunities and challenges facing KJP. The proposed vision is to become a leading and innovative stevedoring company by embracing digital transformation and sustainable practices. The key strategies proposed include improving operational efficiency, digital transformation, human resource development, expanding market reach, and strengthening customer relationships. The programmes formulated include process mapping, adoption of new technologies, employee training, market research, strategic partnerships, and customer relationship management (CRM) systems. The study also emphasised the importance of overcoming internal challenges such as reliance on manual processes, high dependence on key suppliers and customers, and resistance to change among senior employees. Recommendations include investment in advanced digital technologies, exploration of new markets, and promotion of sustainable practices to ensure long-term growth and competitiveness in the stevedoring industry. By aligning strategic objectives with the proposed vision, KJP aims to successfully navigate the competitive landscape and achieve sustainable growth.

Developing a Performance Evaluation Benchmark for Event Sourcing Databases

In the domain of software architecture, Event Sourcing (ES) has emerged as a significant paradigm, especially for systems requiring high levels of auditability, traceability, and intricate state management. Systems such as financial transaction platforms, inventory management systems, customer relationship management (CRM) software, and any application requiring a detailed audit trail can significantly benefit from this approach. Numerous aspects of ES remain unexplored, as they have yet to be thoroughly investigated by scientific research. The unique demands of such systems, particularly in terms of database performance and functionality, are not adequately addressed by existing database benchmarks. By establishing benchmarks, organizations can compare different databases to determine which best meets their needs for applications. This aids in selecting the most appropriate technology based on empirical data rather than assumptions or marketing claims.This paper introduces a novel benchmarking framework specifically designed for evaluating databases in the context of event sourcing. The framework addresses critical aspects unique to ES, including event append performance, efficient handling of Projections (separate databases for read operations), strong consistency, ordered data insertion, and robust versioning controls. Through rigorous testing and analysis, this framework aims to fill the gap in existing database benchmarking tools, providing a more accurate and relevant assessment for ES systems. We also conducted experiments that not only demonstrated the effectiveness of our approach but also yielded meaningful results, substantiating its practicality and applicability.

Cloud Technologies as a Tool for Increasing Sales in Modern Trade Organizations.

In the context of increasing business digitalization and the need to adapt to the challenges of the digital economy, cloud technologies are becoming a key tool for enhancing the efficiency and competitiveness of trade organizations. This study is dedicated to analyzing the prospects and opportunities for using cloud solutions to increase sales in the trade sector. The article discusses the main models of cloud service provision, their advantages, and their impact on various tasks in the activities of trading enterprises. Special attention is given to the capabilities of cloud technologies in improving analytics, managing customer relationships, and implementing an omnichannel interaction strategy. The research concludes that the implementation of cloud solutions contributes to increased sales, cost optimization, and the formation of competitive advantages for trade organizations, setting the foundation for sustainable growth and development in the conditions of digital transformation and the increasing digital divide.

Harnessing the Power of Gen AI & Cloud Computing for Customer Relationship Management

Harnessing the Power of Gen AI & Cloud Computing for Customer Relationship Management

Influence of Customer Relations Capabilities on Competitive Advantage of Level 5 Public Hospitals in Kenya

The healthcare industry in Kenya is going through many challenges including low funding, shortage of staff, technological innovation huddles and changing customer expectations which puts pressure on public hospitals to attaining competitive advantage. The purpose of this study was to examine the influence of customer relations capabilities on competitive advantage of Level 5 public hospitals in Kenya. The study was anchored on dynamic capabilities theory. Positivism philosophy applied, where a descriptive correlational research design was adopted. A structured questionnaire was applied to gather quantitative data. The study focused on 33 Level 5 public hospitals in Kenya and the study population comprised 495 Chief Executive Officers (CEOs, departmental heads and administrative heads of all the Level 5 public hospitals. Stratified random sampling was used to pick a sample of 222 respondents. The study’s data analyses involved descriptive statistics (frequencies, means and standard deviations) and inferential analysis (simple linear regression analysis). The findings revealed that customer relations capabilities had a statistically significant and positive effect on the competitive advantage of Level 5 public hospitals in Kenya (β = 0.629, p < 0.05). The study concluded that customer relations capabilities are instrumental towards attainment of competitive advantage of the Level 5 public hospitals in Kenya. Based on the conclusion of the study, it is recommended to the top management of level 5 public hospitals to adopt systems and processes in their hospitals that gathers information to investigate customer needs.

Implementasi E–Customer Relationship Management sebagai Penunjang Penerimaan Peserta Didik Baru di SMK Puspita Persada

Competition between private schools in the Admission of New Students (PPDB) is intense, especially PPDB at Vocational High Schools (SMK). One of the private schools of PPDB, named Puspita Persada, is currently conducting an offline PPDB process, where new student admissions (CPDB) take and fill out the registration form offline at the school, as well as the distribution of school promotions in the form of the installation of banners and distribution of brochures in areas that are only around the school. Therefore, a study is needed to overcome problems in the PPDB process to increase the number of new student admissions and maintain parents' loyalty. Thus, this research applies the Electronic Customer Relationship Management (e-CRM) model to CPDB at SMK Puspita Persada. This research only focuses on 2 stages of CRM, namely acquire and retain. The research aims to integrate e-CRM on the website to improve the PPDB process by facilitating CPDB registration, offering discounts as a promotional tool, maintaining loyalty by allowing alumni reviews and facilitating criticism and suggestions. The methodology of this study uses the stages of the software development method named Prototyping. The results show that implementing e-CRM on the SMK Puspita Persada website to support the PPDB process can make it easier for schools to obtain CPDB by providing the most recent CPDB admission information feature, which can be read or downloaded.

Penguatan Brand Awareness Pada UMKM Bakso Raja Sapi

Increasing brand awareness is an important strategy to foster strong customer relationships, drive business growth, and strengthen the company's position in the market. Continuous brand awareness is very important, especially for Micro, Small, and Medium Enterprises (MSMEs) who want to expand their market reach. Bakso Raja Sapi, an MSME in the food industry, has traditionally operated with a conventional business model, without focusing on marketing expansion. Through observations and interviews with business owners, it is clear that there is a need to increase their brand awareness. This community service activity is designed to address this gap by providing mentoring and practical insights on effective marketing tactics. This initiative aims to equip Bakso Raja Sapi with the necessary skills and knowledge to increase brand awareness. The results of this assistance include the development of visually appealing banner designs, the implementation of price bundling strategies, and the creation and management of social media presence. Community service activities show a substantial increase in the understanding and ability of owners to carry out marketing promotions to strengthen brand awareness. These efforts are expected to make Bakso Raja Sapi able to build a stronger brand identity and increase its competitiveness in the market.