Improve Customer Relationship Research Articles

„Marka”w krzyżowy ogniu dyskursu prawnego i ekonomicznego. „Marka” jako dobro osobiste

This paper is a small glimpse of a study whose objective is to ascertain the relationship between the legal and economic notions of a brand. It also seeks to establish whether a brand can lawfully be regarded as a “personal interest” distinct from products covered by an intellectual property (IP) regime under Polish law. This pilot article is the outcome of an initial investigation conducted to launch grant-funded research. Strong brands are said to improve customer relationships, reduce price sensitivity, and boost the value of organisations, all of which are desirable outcomes for firms, according to marketing and economics studies. As a result, knowledge in branding and brand man-agement is an essential yet underappreciated element of business success. Regarding the legal perspective, while some judgements appear to use the term ‘brand’ as an entrepreneurship , the great majority of rulings appear to view a brand as a good name or reputation.

Customer Analysis Using Machine Learning-Based Classification Algorithms for Effective Segmentation Using Recency, Frequency, Monetary, and Time

Customer segmentation has been a hot topic for decades, and the competition among businesses makes it more challenging. The recently introduced Recency, Frequency, Monetary, and Time (RFMT) model used an agglomerative algorithm for segmentation and a dendrogram for clustering, which solved the problem. However, there is still room for a single algorithm to analyze the data's characteristics. The proposed novel approach model RFMT analyzed Pakistan's largest e-commerce dataset by introducing k-means, Gaussian, and Density-Based Spatial Clustering of Applications with Noise (DBSCAN) beside agglomerative algorithms for segmentation. The cluster is determined through different cluster factor analysis methods, i.e., elbow, dendrogram, silhouette, Calinsky-Harabasz, Davies-Bouldin, and Dunn index. They finally elected a stable and distinctive cluster using the state-of-the-art majority voting (mode version) technique, which resulted in three different clusters. Besides all the segmentation, i.e., product categories, year-wise, fiscal year-wise, and month-wise, the approach also includes the transaction status and seasons-wise segmentation. This segmentation will help the retailer improve customer relationships, implement good strategies, and improve targeted marketing.

Integrating Data Mining and Knowledge Management to Improve Customer Relationship Management in Banking Industry (Case Study of Caspian Credit Institution)

Integrating Data Mining and Knowledge Management to Improve Customer Relationship Management in Banking Industry (Case Study of Caspian Credit Institution)

Effect of Sustainable Supply Chain Management and Customer Relationship Management on Organizational Performance in the Context of the Egyptian Textile Industry

This study aims to test the effect of sustainable supply chain management on customer relationship management, competitive advantage, and organizational performance by collecting and analyzing data from the Egyptian textile industry. A suggested research model shows the hypothesized relationship between sustainable supply chain management, customer relationship management, competitive advantage, and organizational performance. The proposed research model and hypotheses were tested using correlation analysis and structural equation modeling based on data collected from 148 companies working in the Egyptian textile industry. Statistical analysis of the collected data supports the positive relationship between sustainable supply chain management on one side and customer relationship management, competitive advantage, and organizational performance on the other. Additionally, statistical analysis supports the positive relationship between customer relationship management and competitive advantage from one side and organizational performance from the other side. Data were collected through an online survey from 147 supply chain managers in the Egyptian textile industry to test the research hypotheses. The results suggest that the successful implementation of sustainable supply chain management will help in improving customer relationship management, competitive advantage, and organizational performance.

THE EFFECTS OF LOYALTY CARD ACQUISITION AS A TOOL ON THE MARKETING STRATEGY OF BUSINESS ENTERPRISES IN LAGUNA: IMPROVED CUSTOMER RELATION MANAGEMENT

This study is to determine the effect of loyalty card acquisition as a tool on the marketing strategy of business enterprises in Laguna on improved customer relationship management. The appropriate customer relation management of using loyalty cards by the loyalty customer can guarantee to have an effect on marketing strategy to increase the profit of business enterprises for future use. Descriptive research is to determine the customer relationship management between the holders of medical and retail loyalty cards, as well as the impact of card acquisition as a tool on the marketing strategy of commercial companies in Laguna, are the main goals of this research. The research instruments to gather facts and information include customer interviews, group discussions with the selected customer using the loyalty card, review of documents, and observation. As a result, a lot of people acquired this card because it can be used in many establishments to get discounts and points earned. Customer loves discounts because it can decrease the original price of the product. Giving them discounts is one of many ways to earn your customer loyalty. Thus, the customers are satisfied by having a loyalty card because it can give discounts every time they buy. In order for clients to use loyalty cards properly and efficiently, the study advises business owners to market them to them. The researcher advises students majoring in marketing to utilize this strategy as their preference if they are starting their own company.

Total quality management and its role in improving customer relations in Jordanian Islamic banks

Total quality management (TQM) is a method of managing a bank. TQM, which is considered as a critical instrument, directs the strategy of developing work and increasing performance in order to generate profits through quality services and products. Therefore, this study aimed to examine the function of TQM in improving customer relations in Jordanian Islamic banks. Primary data was gathered by surveying 163 workers of Jordanian Islamic banks. A questionnaire was employed as the data-gathering technique. To do the descriptive statistical analysis, SPSS version 25 was employed. The findings show that there is a statistical association between Jordanian Islamic banks' TQM, which includes customer satisfaction, strategic planning, continuous improvement, and relationships with customers.

Metaverse for Enhancing Customer Loyalty: Effective Strategies to Improve Customer Relationship, Service, Engagement, Satisfaction, and Experience

Metaverse for Enhancing Customer Loyalty: Effective Strategies to Improve Customer Relationship, Service, Engagement, Satisfaction, and Experience

К надежности выбора аутсорсинговой компании на рынке транспортно-логистических услуг

The article considers the reliability criteria when choosing a supplier of transport and logistics services. There has been conducted analysis of modern scientific literature by Russian and foreign authors, studied the statistical reports of transport and logistics companies. Two main problems in the activities of transport and logistics service providers are highlighted: the impact of transport and logistics outsourcing on vulnerability of the supply chain and the achievement of acceptable financial performance. It has been inferred that choosing the transport and logistics services supplier is a complex multi-criteria task including the use of both quantitative and qualitative criteria for decision-making. At the same time, when using different methods, the conclusions may contradict each other. Choosing the right third party logistics (3PL) provider logistics managers may not be sure that their choice will meet the needs of the company. Therefore, the decision to use a third-party logistics service provider depends on many factors that may vary from company to company, with the final choice depending on future goals, product lines, company plans, expansion, etc. Factors indicating success in choosing an outsourcing company include: cost reduction, maximum on-time delivery, minimum order lead time, increase in the number of alternative solutions, increase the efficiency of logistics activities, reduce logistics management costs, improve customer relationships and create mutually beneficial relationships in the supply chain. The criteria for selecting third-party transport and logistics companies are given (in descending order): price, reliability, location, timeliness of the order, cost reduction, management flexibility and innovation, quality of management, quality of service, personalized service, reputation of the supplier, technical competence, good communication, variety of services available.

Determinant Parents Of Student’s Decision In Choosing Junior High School (SMP) Education Services In Banten Province And Its Implications On Student Parent Satisfaction

The purpose of this study was to determine and analyze the effect of service quality on decisions, costs on decisions, CRM on decisions on satisfaction, service quality on satisfaction, costs on satisfaction, CRM on satisfaction, service quality on satisfaction through decisions and costs on satisfaction through decisions. and knowing CRM to satisfaction through decisions. The population of this research is parents of students who send their children to private junior high schools in Banten Province with a total of 4,707 schools and a sample of 200 schools while the number of parents of students is 370. The research method used in this study is a quantitative method with explanatory survey approach and data analysis methods using SEM with the help of SmartPLS. Based on the results of the study, the following findings were obtained: service quality has a positive and significant effect on decisions, costs have a positive and significant effect on decisions, CRM has a positive and significant effect on decisions, decisions affect satisfaction and service quality has a positive and significant effect on satisfaction, cost has a positive and significant effect on satisfaction and CRM has a positive and significant effect on satisfaction, service quality, cost, CRM has a positive effect on satisfaction through decisions. Therefore, the decision variable is a full mediating variable.The implication of the results of this study is that to increase Parental Satisfaction of Students at Junior High Schools in Banten Province, especially in the high level of Always Buying, it will be able to be increased if Junior High Schools in Banten Province are able to improve Parental Decisions in Choosing Schools, especially on the high dimensions of product choice (choice of choice). product), where the Decision of Parents of Students in Choosing Junior High Schools in Banten Province will be able to be improved if Junior High Schools in Banten Province are able to improve Customer Relationship Management, especially in the high development and increase in Education Costs, especially in the high cost of school supplies and equipment and improve the quality of service, especially in the high level of assurance (guarantee).

Electronic Customer Relationship Management (E-CRM) Berbasis Web Pada Nada Salwa Tour & Travel Jambi

Nada Salwa Tour & Travel is one of the service businesses engaged in travel. Where the current system has problems in getting new customers, improving customer relationships, and retaining customers. Based on the existing problems, Nada Salwa Tour & Travel requires a web-based Electronic Customer Relationship Management (E-CRM) system that can help Nada Salwa Tour & Travel and its customers establish good relationships. The purpose of this research is to analyze the service relationship between the company and its customers and to design a prototype of a web-based Electronic Customer Relationship Management (E-CRM) system to create a better relationship between the company and its customers through features on the website. The author does object-oriented design including Use Case diagrams, activity diagrams, class diagrams, display designs, database structure tables. The result of this research is a prototype of a web-based E-CRM system that can help solve the problems that exist in Nada Salwa Tour & Travel.

Critical Examination of Service Quality and Relationship Marketing in Establishing Sustainable Long Term Customer Relations in Commercial Contexts

Service Quality and Relationship Marketing compatibly build and improve customer relationships with the marketers in business environment. The Objective of this paper is critical examination of the interdependent nature between service quality and relationship marketing in establishing sustainable long term relationship with customers in business operations. The paper employed the use of secondary source to obtain information related to the topic. The facets of relationship marketing can be explored, with the greatest emphasis on internal services and marketing. Higher quality services came from continuous improvement, and intensive employee’s training and participation and communication, knowledge and understanding of customers, that built service and relationship culture in business organization. Business enterprise can successfully achieve its service quality delivery and relationship marketing through development strategy, creation of customers value , performance analysis and assessment, and management of information process by ways of targeting the “right” customers, at the right place, at the time and build relationships with them. Poor service delivery created gaps between service providers and receivers; such as Knowledge gap, Policy gap, Delivery gap, Communication gap, Tangibility gap. On the other hand higher services quality closed the gaps consistently to meet customer expectations and satisfaction. Thus, service quality served as resource for building relationship marketing. Offering solutions that meet customers complains. Offering quality package with competitive advantage in Marketing Operations, Creating and delivering specified service to target customers, at the right time, Adhere to consistent quality standards and value provision to customers. Offering high service performance to ensure acceptable costs operations function, Recruit, train and retain the best employees for internal services and marketing activity in every operation, Re-training and motivating employees who work well together in communication and interaction with customers to achieve both performance and customer satisfaction

Improving Business-to-Business Relationship Quality Through Salespeople’s Grit and Political Skill

ABSTRACT Purpose Two characteristics – Grit and Political Skill – appear to offer meaningful value to industrial marketers through improving customer relationship quality. The premise of this study is to investigate the role of these characteristics of business-to-business salespeople as they influence selling approaches and ultimately long-term customer relationships. Previous research in both academic and practitioner literature has noted political skill and grit are individually linked to salespeople but remain chiefly unexplored simultaneously and in terms of their impact on customer relationships. Methodology/Approach The data used in this research are from a sample of 240 business-to-business salespeople collected electronically by using the online platform of a national data broker. Self-reports were made about their grit, political skill, and customer relationship quality. These constructs were combined in a structural equation model. SPSS/Amos software was used to conduct multivariate analysis. Confirmatory factor analysis was used to assess the measurement properties of each construct, while structural equation modeling was applied to evaluate the hypothesized relationships. Findings Results suggest grit is directly related to political skill and both are positively related to relationship quality. The results from this study lend credence to existing customer relationship literature and serve to extend our understanding, specifically as applied to business-to-business salespeople. In particular, we learn more about the role of grit and political skill in affecting the ability of salespeople to establish and maintain customer relationships. Research Implications In terms of the theoretical contribution, this study explores a seller’s perspective of two potentially important sales characteristics and relationship quality to extend findings on customer relationships. While grit has been considered an antecedent of outcome performance, the interaction between grit and political skill, and their impact on business-to-business salespeople’s customer relationship quality had heretofore not been examined. This study extends previous research on grit and political skill by examining the association between the two as well as the impact on relationship quality. Our research strengthens the importance of grit and political skill by finding the synergy between the two indicates that when these characteristics of salespeople are possessed or developed they can enhance the relationship building conducted by business-to-business salespeople. Practical Implications Sales leaders may benefit from administering the salesperson grit and political skill scales as part of the screening process and developing these values among salespeople through training and coaching. Sales leaders should emphasize the positive impact of adopting these in focusing on customers. The study makes a practical contribution through an improved understanding of how a seller’s communication and influence characteristics impact customer relationships. The findings underscore the importance of engaging in activities shown to improve connections with buyers and striving for levels of grit that assist the salesperson in overcoming any challenges faced in the normal set of activities required to build customer relationships. Encountering daily or short-term impediments that if not managed through perseverance may result in a salesperson being frustrated and abandoning more challenging accounts, despite the future potential payoffs by continuing to work with the account to obtain long-term outcomes. Additionally, political skill by itself and in conjunction with grit enables the business-to-business salesperson to utilize communication to persuade others, especially customers to act in ways that benefit both business-to-business buyers and sellers. Grit and political skill may combine to establish relationships and maintain them despite any short-term obstacles that require grit. An improved understanding of business-to-business salespeople’s perspectives of the variables under study can potentially improve the hiring and training of salespeople to adopt beneficial characteristics that will enable them to build customer relationships and ultimately improve sales performance. Originality/Value/Contribution of the Paper The originality and value of this study rest with proposed connections between three prevalent issues in business-to-business sales organizations. Grit, political skill, and relationship quality provide valuable and unique insights into business-to-business selling behaviors and seller consequences.

The effects of chatbots’ attributes on customer relationships with brands: PLS-SEM and importance–performance map analysis

PurposeMany firms are investing in digital services to improve customer experiences. Virtual service agents, or “e-service agents” (“e-agents”) such as chatbots, are examples of these efforts. Chatbots are types of virtual-assistant software programs that interact with users through speech or text. This paper aims to investigate whether the perceived hedonic and utilitarian attributes of chatbots can influence customer satisfaction and, consequently, their relationships with brands.Design/methodology/approachData were collected through a questionnaire-based survey among a sample of Italian consumers. A convenience sampling technique was used. Data were then analyzed through Partial Least Squares Structural Equation Modeling to provide a prediction-oriented model assessment. The findings were then complemented with an importance–performance map analysis (IPMA) to gain more detailed insights and actionable guidelines for managers.FindingsThe findings highlighted that the perceived hedonic and utilitarian attributes of chatbots positively influenced customer satisfaction and improved customer relationships with the brands. However, the IMPA highlighted that the performance levels of two most important attributes – system quality and experience with chatbot – could be improved resulting in additional improvements of customer satisfaction.Practical implicationsThis study suggests the importance of firms’ investments in and adoption of e-agents to strengthen consumer–brand relationships and of considering both the hedonic and utilitarian attributes of their e-agents.Originality/valueThis article attempts to enrich and consolidate the growing body of literature concerning the impacts of new technologies – and, specifically, chatbots – in service marketing.

Improving customer relations in the banking sector of Ukraine through the development of priority digital banking products and services: Evidence from Poland

The emergence of new players – fintech companies, neobanks and non-banking companies – changes the structure of competition in the banking sector, reduces the profitability of traditional banking activities, and therefore forces banks to look for new sources of income. The paper deals with the issue of improving relations with clients in the banking sector of Ukraine, which is proposed to be implemented through the development of priority digital banking products and services. The study used a survey method using a statistical apparatus of a small unique sample, the degree of representativeness of which was assessed using the Student’s test. Slightly higher, closer to the level that characterizes the significant impact on the client’s perception of the whole complex of digital activities in the case of Polish banks (3.81, with a maximum possible score of 5.0) than Ukrainian banks (3.75), which indicates greater involvement and willingness to accept the digitalization of the people of Poland. Generally, banks in both countries are recommended to use a customer-oriented approach in forming product policy using digital products and services, which should be implemented and developed in practice in specific areas identified during customer surveys.

Product and Service Orientation on Social Media in Restaurant Communication

Social media are a significant marketing communication tool used to establish a relationship with consumers. With the advent of the Internet, social media have become an invaluable source of acquiring new customers. They provide restaurant, bar or cafe owners with the opportunity to communicate with existing and potential clients by publishing posts on social media. Such posts frequently vary in terms of form and relate to different areas of activity. Therefore, the present study aims to enhance the understanding of how different types of posts affect communication efficiency. Content, interesting from the recipient's point of view, is a key factor contributing to success in building social media presence. Hence, the purpose of this article is to compare product and service-oriented communication. To this end, a quasi-experiment has been conducted over the course of 10 months. The results provide evidence that content directly referring to dishes offered at a restaurant is more effective at various levels. The study findings provide useful advice for companies operating in the catering industry and indicate a relationship between the product and other elements of the 7P marketing mix. The results are liable for assisting owners of food and beverage companies in improving customer relationships and increasing their engagement in response to content posted on social media. DOI : https://doi.org/10.54663/2182-9306.2022.v10.n18.186-205

Data assets, information uses, and operational efficiency

ABSTRACT This paper studies the impact of data assets on firms’ operational efficiency, aiming to show how data assets work in business operations and highlight their key value. Given the rich content, data assets can increase operational efficiency as it embeds firms with valuable information used to optimize resource deployment in production and improve customer relationship management. Using a sample of A-share listed firms in China from 2003 to 2019, we empirically show a consistent and significantly positive relationship between a text-based measure of data assets and operational efficiency. Moreover, the positive effect of data assets on operational efficiency is more pronounced in state-owned enterprises (SOEs), diversified firms with redundant internal information, and firms in a more complex external information environment (i.e. more volatile earnings of the industry or a larger dispersion of analysts’ forecasts). As further evidenced by higher turnover ratios of inventory and lower turnover ratios of accounts receivables in firms with data assets, we verify that data assets lead to efficient production management and flexible customer relationship management. Overall, these results suggest that data assets are valuable in the efficiency improvement of firms by facilitating information uses.

Influence of social media adoption on the performance of construction small and medium-sized enterprises (SMEs) in Abuja – Nigeria

PurposeThe purpose of this paper is to examine the influence of social media adoption on the performance of construction small and medium-sized enterprises (SMEs).Design/methodology/approachConstruction SMEs owners and managers in Nigeria were surveyed using questionnaires to gather data. Partial least square structural equation modeling (PLS-SEM) was employed to assess measurement reliability and validity, as well as the hypothesized paths provided in the conceptual model that formed part of the final conclusions.FindingsThe empirical finding showed that social media usage increased knowledge accessibility, reduced costs and improved customer relations and service for organizations. Overall, social media adoption was significantly and positively related to SMEs business performance. Also, the paper revealed that learning capability mediates the relationship between social media and SMEs performance.Research limitations/implicationsData for the study came from only one industry and one related line of business; thus, including more companies from different sectors or industries could be more interesting. The study's findings contributed to the growing body of knowledge about the impact of social media on the efficiency of businesses. Small and medium-sized businesses also need to understand and recognize the impact of social media on the organization's performance in order to achieve a long-term competitive edge from the adoption of social media.Practical implicationsAccording to the findings, small construction firms can benefit from marketing the brands through social media channels and improved learning capability. In terms of accessibility, cost savings and improved relationships with customers, research shows that social media promotion can be beneficial to businesses. A study like this has the potential to show how social media can help striving small businesses interact cost-effectively with customers all over the world, opening new doors for sales and continuous improvement.Originality/valueThe relationship between SME performance in Nigeria and the use of social media has received very little attention despite social media's promising potentials, particularly for small businesses. The authors hoped that this study will fill a gap in the authors' understanding of how social media affects the performance of small and medium-sized businesses (SMEs) in the construction industry.

Open Business Model of Eco-Innovation for Sustainability Development: Implications for the Open-Innovation Dynamics of Slovakia

The paper presents the results of a survey aimed at evaluating the attitudes of Slovak respondents toward eco-innovation purchasing power supplied on the Slovak market to propose an open business model that would support such purchasing power to increase sustainability. The primary method applied in the research was the Kano model, by which we determined the attitudes of the respondents to the issue. Based on the findings and using the analytical-synthetic method, we subsequently processed a proposal for a business model for implementation of ecological innovation in Slovakia. This model used innovative marketing communication tools to increase interest in eco-innovation and products, and created a learning algorithm to influence customers’ shopping behaviors. As a result of the research, we assumed that the main obstacles to increasing demand for eco-innovation and products were inexperience, cost, and lack of information held by respondents, and therefore it is necessary to build and improve customer relationships, in which, in addition to traditional forms of marketing, it is inevitable to use various innovative forms of corporate social responsibility to minimize these negatives.

Effects of corporate social responsibility on employee commitment and corporate reputation: Evidence from a transitional economy

AbstractSome may argue that corporate social responsibility (CSR) leads companies to shift from a profit‐maximising objective to a more social one, while others argue that CSR enhances value and profitability by attracting, motivating and retaining personnel which, in return, improve customer relations and boost company reputation. The benefits from CSR may be interlinked, if not mutually reinforcing. This paper intends to empirically explore the impact of CSR practices on corporate reputation by analysing the mediation effect of employee commitment in that relationship. A total of 406 questionnaires were collected from 169 corporations in Malaysia. The proposed research model and its associated hypotheses were tested by using partial least squares (PLS) structural equation modelling (SEM). Results revealed that CSR has a positive effect on organisational reputation and that employee commitment mediates the relationship between CSR activities and corporate reputation. The main conclusions of this study can be valuable to organisations that intend to explore or exploit opportunities regarding the implementation of CSR.

Factors constraining household willingness to pay for piped water tariffs: the case of Ekiti State, Nigeria

Abstract One of the major problems confronting public water utilities in Nigeria is how to realise effective piped water tariff revenues collection. This study was therefore conducted to identify the major factors constraining household willingness to pay for piped water tariffs in Nigeria, using Ekiti State as a case study, and possible interventions which might help to improve the situation from the perspective of piped water customers. A tested survey has been used through a representative sampling process. The research findings were checked with additional data from relevant literature and legal documents. Findings revealed that political promise, availability of other water sources, lack of recognition of drinking water as a human right, inadequate method of collecting tariff revenues, and poor response to complaints were the major factors constraining household willingness to pay for piped water tariffs in the studied case in Nigeria. The suggested major possible interventions which might help to improve the situation include the installation of water meters, instituting a customer consultative forum, as well as putting in place improved customer relations. To be effective, it is crucial that public water utilities in Nigeria incorporate these factors into piped water supply decision-making and policy measures.