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Title: Design of a generic customer relationship strategy management system
Authors: Kwok, KCM
Choy, KL 
Lau, HCW
Kwok, SK
Keywords: Customer relationship strategy
Customer segmentation
Customer satisfaction
Online analytical processing
Artificial neural networks
Customer relationship management
Strategy management
Decision support
Issue Date: 2007
Publisher: Inderscience
Source: International journal of electronic customer relationship management, 2007, v. 1, no. 2, p. 109-131 How to cite?
Journal: International journal of electronic customer relationship management 
Abstract: Enterprises have been striving by measuring how resources are utilised when achieving the highest customer satisfaction in order to determine the effectiveness of their customer relationship strategies. One of the ways to do this is to make use of the operational data to assist in the formulation of a customer relationship strategy. The domain of this paper is the mechanism in customised segmentation engine, with support of an OLAP-neural engine, to provide decision support for management in establishing a customised customer relationship strategy. Through applying in a manufacturer, the overall company performance has improved while customer satisfaction has increased significantly.
ISSN: 1750-0664 (print)
1750-0672 (online)
DOI: 10.1504/IJECRM.2007.016016
Appears in Collections:Journal/Magazine Article

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