Factors Affecting Design Decisions for Customer Relationship Management Data Warehouses

2011 ◽  
pp. 159-191
Author(s):  
Colleen Cunningham ◽  
Il-Yeol Song
Keyword(s):  
Customer Relationship Management ◽  
Data Warehousing ◽  
Relationship Management ◽  
Customer Relationship ◽  
Data Warehouses ◽  
Key Factors ◽  
Design Decisions ◽  
Factors Affecting ◽  
Percent Success ◽  
The Impact

Customer relationship management (CRM) is a strategy that integrates concepts of knowledge management, data mining, and data warehousing in order to support an organization’s decision-making process to retain long-term and profitable relationships with its customers. Key factors for successfully implementing CRM (e.g., data quality issues, organizational readiness, customer strategies, selection of appropriate KPIs, and the design of the data warehouse model) are discussed with the main thrust of the chapter focusing on CRM analyses and the impact of those analyses on CRM data warehousing design decisions. This chapter then presents a robust multidimensional starter model that supports CRM analyses. Additional research contributions include the introduction of two new measures, percent success ratio and CRM suitability ratio by which CRM models can be evaluated, the identification/ classification of CRM queries, and a preliminary heuristic for designing data warehouses to support CRM analyses.

scholarly journals Data Warehouse Design to Support Customer Relationship Management Analyses

2009 ◽  
pp. 702-724
Author(s):  
Colleen Cunningham ◽  
Il-Yeol Song ◽  
Peter P. Chen
Keyword(s):  
Data Warehouse ◽  
Data Warehousing ◽  
Customer Relationship ◽  
Data Warehouses ◽  
Design Decisions ◽  
Long Term Study ◽  
Percent Success ◽  
The Impact

CRM is a strategy that integrates concepts of knowledge management, data mining, and data warehousing in order to support an organization’s decision-making process to retain long-term and profitable relationships with its customers. This research is part of a long-term study to examine systematically CRM factors that affect design decisions for CRM data warehouses in order to build a taxonomy of CRM analyses and to determine the impact of those analyses on CRM data warehousing design decisions. This article presents the design implications that CRM poses to data warehousing and then proposes a robust multidimensional starter model that supports CRM analyses. Additional research contributions include the introduction of two new measures, percent success ratio and CRM suitability ratio by which CRM models can be evaluated, the identification of and classification of CRM queries, and a preliminary heuristic for designing data warehouses to support CRM analyses.

Data Warehouse Design to Support Customer Relationship Management Analysis

2011 ◽  
pp. 731-752
Author(s):  
Colleen Cunningham ◽  
Il-Yeol Song ◽  
Peter P. Chen
Keyword(s):  
Data Warehouse ◽  
Data Warehousing ◽  
Customer Relationship ◽  
Data Warehouses ◽  
Design Decisions ◽  
Long Term Study ◽  
Percent Success ◽  
The Impact

CRM is a strategy that integrates concepts of knowledge management, data mining, and data warehousing in order to support an organization’s decision-making process to retain long-term and profitable relationships with its customers. This research is part of a long-term study to examine systematically CRM factors that affect design decisions for CRM data warehouses in order to build a taxonomy of CRM analyses and to determine the impact of those analyses on CRM data warehousing design decisions. This article presents the design implications that CRM poses to data warehousing and then proposes a robust multidimensional starter model that supports CRM analyses. Additional research contributions include the introduction of two new measures, percent success ratio and CRM suitability ratio by which CRM models can be evaluated, the identification of and classification of CRM queries, and a preliminary heuristic for designing data warehouses to support CRM analyses.

Data Warehouse Design to Support Customer Relationship Management Analysis

2008 ◽  
pp. 787-809
Author(s):  
Colleen Cunningham ◽  
Il-Yeol Song ◽  
Peter P. Chen
Keyword(s):  
Data Warehouse ◽  
Data Warehousing ◽  
Customer Relationship ◽  
Data Warehouses ◽  
Design Decisions ◽  
Long Term Study ◽  
Percent Success ◽  
The Impact

CRM is a strategy that integrates concepts of knowledge management, data mining, and data warehousing in order to support an organization’s decision-making process to retain long-term and profitable relationships with its customers. This research is part of a long-term study to examine systematically CRM factors that affect design decisions for CRM data warehouses in order to build a taxonomy of CRM analyses and to determine the impact of those analyses on CRM data warehousing design decisions. This article presents the design implications that CRM poses to data warehousing and then proposes a robust multidimensional starter model that supports CRM analyses. Additional research contributions include the introduction of two new measures, percent success ratio and CRM suitability ratio by which CRM models can be evaluated, the identification of and classification of CRM queries, and a preliminary heuristic for designing data warehouses to support CRM analyses.

scholarly journals Crm Performances Accented With the Implementation of Data Warehousing and Data Mining Technologies

2013 ◽  
Vol 6 (2) ◽  
Author(s):  
Ines Isaković
Keyword(s):  
Data Mining ◽  
Customer Relationship Management ◽  
Small Businesses ◽  
Data Warehousing ◽  
Relationship Management ◽  
Customer Relationship ◽  
Data Warehouses ◽  
Customer Interaction ◽  
A Company

Customer Relationship Management (CRM) has become more and more a key strategy for large and small businesses. It supports marketing, sales, services and involves direct and indirect customer interaction. Customers are put into the center of the business, because they represent an asset and profit for any company. Customers need to be satisfied in order to be loyal. A company can achieve that by meeting customer’s needs and expectations. In order to perform both for the benefit of the customer and for itself, a company has to use all the positive advantages of IS technologies that support CRM including data warehouses and data mining, that are clearly presented in this paper

The dichotomy of customer relationship management and variety-seeking behaviour in the hotel sector

2018 ◽  
Vol 25 (4) ◽  
pp. 444-461 ◽  
Author(s):  
Maduka Udunuwara ◽  
Dale Sanders ◽  
Hugh Wilkins
Keyword(s):  
Customer Relationship Management ◽  
Word Of Mouth ◽  
Relationship Management ◽  
Customer Relationship ◽  
Variety Seeking ◽  
Factors Affecting ◽  
Intrinsic Factors ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Customer relationship management (CRM) and variety-seeking behaviour (VSB) are paradoxical constructs due to their contradictory intentions. CRM is implemented by organizations to retain customers and generate loyalty while VSB by customers can result in switching. This study addresses the question ‘what is the impact of VSB on the relationship between CRM and its outcomes: repeat visitation and positive word of mouth?’ Following analysis of 400 questionnaire responses from Australian leisure travellers who have visited the same international destination two or more times, the findings indicate that CRM leads to word-of-mouth recommendations, but not repeat visitation. Through multi-group moderation analysis, it was further identified that the outcomes of CRM do not vary based on the degree of VSB of travellers, and CRM leading to repeat visitation is fully mediated by the intrinsic factors affecting VSB, while CRM does have a significant influence on VSB.

scholarly journals Mobile customer relationship management: Factors affecting consumer mobile technology adoption within the hotel industry

SURG Journal ◽  
2012 ◽  
Vol 5 (2) ◽  
pp. 44-50
Author(s):  
Tina Y. T. Chan
Keyword(s):  
Technology Adoption ◽  
Mobile Technology ◽  
Customer Relationship Management ◽  
Positive Impact ◽  
Hotel Industry ◽  
Relationship Management ◽  
Customer Relationship ◽  
Factors Affecting ◽  
Key Drivers ◽  
The Impact

Mobile and smartphone technologies have been on the rise for a decade now, and their rapid adoption has compelled researchers to study the impact of this technological trend. While many of the studies focus on the general effects of mobile technology within the world of commerce, this paper aims to identify the factors that influence mobile customer relationship management by hotel brands. A multi-disciplinary review of research and literature identified several barriers and drivers of mobile technology adoption. The key drivers, immediacy, ubiquity and message personalization, were found to have a positive impact on mobile connections as they build trust and enhance satisfaction, thereby facilitating customer relationship management.

scholarly journals Impact of customer relationship management on customer satisfaction in hoteling industry

2014 ◽  
Vol 2 (2) ◽  
pp. 8-12
Author(s):  
Sanaullah Nazir ◽  
Sheraz Khan ◽  
Raja Ahmed Jamil ◽  
Qazi Shujaat Mehmood
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Relationship Management ◽  
Positive Impact ◽  
Relationship Management ◽  
Success For All ◽  
Customer Relationship ◽  
Management Service ◽  
Access To Services ◽  
The Impact

Customer satisfaction is an imperative element of the success for all businesses. One of the biggest challenges of a marketer is how to satisfy and retain the customers. The purpose of this study is to find the impact of customer relationship management on customer satisfaction.  A total of 130 participants was selected through purposive sampling from the different hotels of Islamabad city. Data was collected from the participants by using standardized questionnaires. Results revealed that there is a significant positive impact of different elements of customer relationship management (service quality, access to services and service features) on customer satisfaction and businesses cannot succeed without focusing on customer relationship management in this era.

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