行銷硏究 : Marketing research

Despite the importance of data mining techniques to customer relationship management (CRM), there is a lack of a comprehensive literature review and a classification scheme for it. This is the first identifiable academic literature review of the application of data mining techniques to CRM. It provides an academic database of literature between the period of 2000-2006 covering 24 journals and proposes a classification scheme to classify the articles. Nine hundred articles were identified and reviewed for their direct relevance to applying data mining techniques to CRM. Eighty-seven articles were subsequently selected, reviewed and classified. Each of the 87 selected papers was categorized on four CRM dimensions (Customer Identification, Customer Attraction, Customer Retention and Customer Development) and seven data mining functions (Association, Classification, Clustering, Forecasting, Regression, Sequence Discovery and Visualization). Papers were further classified into nine sub-categories of CRM elements under different data mining techniques based on the major focus of each paper. The review and classification process was independently verified. Findings of this paper indicate that the research area of customer retention received most research attention. Of these, most are related to one-to-one marketing and loyalty programs respectively. On the other hand, classification and association models are the two commonly used models for data mining in CRM. Our analysis provides a roadmap to guide future research and facilitate knowledge accumulation and creation concerning the application of data mining techniques in CRM.

http://cjou.im.tku.edu.tw/bi2009/DM-usage.pdf

Review: Application of data mining techniques in customer relationship management: A literature review and classification

The article reviews the book “Information Rules: A Strategic Guide to the Network Economy,” by Carl Shapiro and Hal R. Varian.

Information Rules: A Strategic Guide to the Network Economy

We apply Quinn and Rohrbaugh's (1983) competing values framework (CVF) as an organizing taxonomy to meta-analytically test hypotheses about the relationship between 3 culture types and 3 major indices of organizational effectiveness (employee attitudes, operational performance [i.e., innovation and product and service quality], and financial performance). The paper also tests theoretical suppositions undergirding the CVF by investigating the framework's nomological validity and proposed internal structure (i.e., interrelationships among culture types). Results based on data from 84 empirical studies with 94 independent samples indicate that clan, adhocracy, and market cultures are differentially and positively associated with the effectiveness criteria, though not always as hypothesized. The findings provide mixed support for the CVF's nomological validity and fail to support aspects of the CVF's proposed internal structure. We propose an alternative theoretical approach to the CVF and delineate directions for future research.

Organizational Culture and Organizational Effectiveness: A Meta-Analytic Investigation of the Competing Values Framework's Theoretical Suppositions.

Purpose – The purpose of this paper is to analyze the effect of privacy and perceived security on the level of trust shown by the consumer in the internet. It also aims to reveal and test the close relationship between the trust in a web site and the degree of loyalty to it.Design/methodology/approach – First, there is an explanation of the main attributes of the concepts examined, with special attention being paid to the multi‐dimensional nature of the variables and the relationships between them. This is followed by an examination of the validation processes of the measuring instruments.Findings – Specifically, the study reveals that an individual's loyalty to a web site is closely linked to the levels of trust. Thus, the development of trust not only affects the intention to buy, as shown by previous researchers, but it also directly affects the effective purchasing behavior, in terms of preference, cost and frequency of visits, and therefore, the level of profitability provided by each consumer. In ad...

Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site

Supply chain re-engineering using blockchain technology: A case of smart contract based tracking process

Purpose – This paper aims to examine the influence of organization culture on the effectiveness of implementing information security management (ISM).Design/methodology/approach – Based on a literature review, a model of the relationship between organizational culture and ISM was formulated, and both organizational culture characteristics and ISM effectiveness were measured empirically to investigate how various organizational culture traits influenced ISM principles, by administrating questionnaires to respondents in organizations with significant use of information systems.Findings – Four regression models were derived to quantify the impacts of organizational culture traits on the effectiveness of implementing ISM. Whilst the control‐oriented organizational culture traits, effectiveness and consistency, have strong effect on the ISM principles of confidentiality, integrity, availability and accountability, the flexibility‐oriented organizational culture traits, cooperativeness and innovativeness, are n...

Exploring organizational culture for information security management

This study aims to explore the current status, potential applications, and future directions of blockchain technology in supply chain management. A literature survey, along with an analytical review, of blockchain-based supply chain research was conducted to better understand the trajectory of related research and shed light on the benefits, issues, and challenges in the blockchain-supply-chain paradigm. A selected corpus comprising 106 review articles was analyzed to provide an overview of the use of blockchain and smart contracts in supply chain management. The diverse industrial applications of these technologies in various sectors have increasingly received attention by researchers, engineers, and practitioners. Four major issues: traceability and transparency, stakeholder involvement and collaboration, supply chain integration and digitalization, and common frameworks on blockchain-based platforms, are critical for future orientation. Traditional supply chain activities involve several intermediaries, trust, and performance issues. The potential of blockchain can be leveraged to disrupt supply chain operations for better performance, distributed governance, and process automation. This study contributes to the comprehension of blockchain applications in supply chain management and provides a blueprint for these applications from the perspective of literature analysis. Future efforts regarding technical adoption/diffusion, block-supply chain integration, and their social impacts were highlighted to enrich the research scope.

/pdf/when-blockchain-meets-supply-chain-a-systematic-literature-imwep0g1cg.pdf

When Blockchain Meets Supply Chain: A Systematic Literature Review on Current Development and Potential Applications

Purpose – This paper aims to examine the influence of organization factors on the effectiveness of implementing BS7799, an information security management (ISM) standard.Design/methodology/approach – Based on literature review, a research model was formulated by extracting the antecedents of ISM, and an empirical study was conducted to show how the organizational factors influence organizations in carrying out BS7799.Findings – The study result revealed that there were significant impacts of organizational factors, including IT competence of business managers, environment uncertainty, industry type, and organization size, on the effectiveness of implementing ISM.Research limitations/implications – The sample is limited to the organizational factors in Taiwan. It is suggested to replicate this study in other countries to reconfirm the result before adopting its general implications. Owing to the highly intrusive nature of ISM surveys, a cautious approach with rapport and trust is a key success factor in co...

Shuchih Ernest Chang

Papers

Supply chain re-engineering using blockchain technology: A case of smart contract based tracking process

Exploring organizational culture for information security management

When Blockchain Meets Supply Chain: A Systematic Literature Review on Current Development and Potential Applications

Organizational factors to the effectiveness of implementing information security management

User trust in social networking services