This study, based on the traditional 4P framework, proposed a construct, dynamic marketing capability, which reflects the extent to which a firm can dynamically adjust its marketing activities and resources in response to changing environments. The construct is hypothesized to mediate the effect of a firm’s information technology (IT) support for CRM on firm performance. With a survey of the 50...

Besucher: Universitätsstr. 12, 86159 Augsburg Telefon: +49 821 598-4801 (Fax: -4899) Universität Bayreuth, D-95440 Bayreuth Besucher: F.-v.-Schiller-Str. 2a, 95444 Bayreuth Telefon: +49 921 55-4710 (Fax: -844710) www.fim-rc.de W I3 0 8 Diskussionspapier Wirtschaftlichkeitsanalyse für CRM-Systeme – Ein Erfahrungsbericht von Torsten Becker, Julia Heidemann, Nora Kamprath, Marco C. Meier, Maximili...

Today in response to the changes in global economy, growing customer demands and increasing IT possibilities the public sector adapts approaches that have proven to be successful in business environment. Many private companies have successfully implemented customer relationship management strategies and are starting to use knowledge management applications to improve the quality and efficiency ...

A huge number of customer data was collected by using of information technology in healthcare context. It is very important for healthcare providers to analyze this type of big data following the logic of customer relationship management. So here we propose an integration framework which can realize the customer segmentation and customer churn prediction together. To efficiently segment the cus...

In this article the authors demonstrate how a customer lifetime value approach can provide a better assessment of advertising effectiveness that takes into account post purchase behaviors such as word-of-mouth. While for many advertisers word-of-mouth is viewed as an alternative to advertising, the authors show that it is possible to quantify the way in which word-of-mouth often complements and...

T study attempts to answer a basic customer management dilemma facing firms: when should the firm use behavior-based pricing (BBP) to discriminate between its own and competitors’ customers in a competitive market? If BBP is profitable, when should the firm offer a lower price to its own customers rather than to the competitor’s customers? This analysis considers two features of customer behavi...

Customer loyalty is a component with considerable focus on by relationship-oriented marketing. Firm brand is one of the factors that play significant role in creating brand loyalty. Therefore in this research, we studied brand effect on customer loyalty. Also in this research, we examined customer satisfaction, loyalty, perceived quality and brand equity (brand value) in relation to customer lo...

C ustomer Relationship Management (CRM) is premised on the belief that developing a relationship with customers is the best way to get them to become loyal and that loyal customers are more profitable than non-loyal customers. Frederick Reichheld has argued that a company can achieve significant increases in profits from only small improvements in customer retention rates. The strategy is to en...

The paper first presents the theory of Customer Relationship Management (CRM) under E-commerce circumstances. It then focuses on the motives and obstructions in implementing CRM in Chinese commercial banks. Further, the paper puts forward a trial solution to these specific problems to be a solving aid to Chinese commercial banks under Customer Relationship Management.

This paper illustrates the linkages between CRM systems, data mining techniques, and the strategic notions of market segmentation and relationship marketing. Using the hypothetical example of a consumer bank, the data in a relationship based marketing environment are illustrated and guidelines for knowledge discovery, data management and strategic marketing are developed.