Showing papers on "Customer relationship management published in 2019"

S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

Abstract: Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE benefits (customer individual/interpersonal operant resource development, cocreation) as CE consequences, which can also coincide with CE. Deploying the framework, we revise Brodie et al.’s (Journal of Service Research, 14(3), 252–271, 2011) fundamental propositions of CE and apply these to customer relationship management. We conclude with theoretical and managerial implications, followed by future research avenues.

Real-time co-creation and nowness service: lessons from tourism and hospitality

Abstract: Brands take advantage of technology, social media and constant connectivity to foster organic consumer engagement and interactions towards co-creating personalised customer service. Real-time servi...

Understanding the role of artificial intelligence in personalized engagement marketing

Abstract: This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing—an approach to create, communicate, and deliver personalized offerings to customers. It pr...

A Churn Prediction Model Using Random Forest: Analysis of Machine Learning Techniques for Churn Prediction and Factor Identification in Telecom Sector

Abstract: In the telecom sector, a huge volume of data is being generated on a daily basis due to a vast client base. Decision makers and business analysts emphasized that attaining new customers is costlier than retaining the existing ones. Business analysts and customer relationship management (CRM) analyzers need to know the reasons for churn customers, as well as, behavior patterns from the existing churn customers' data. This paper proposes a churn prediction model that uses classification, as well as, clustering techniques to identify the churn customers and provides the factors behind the churning of customers in the telecom sector. Feature selection is performed by using information gain and correlation attribute ranking filter. The proposed model first classifies churn customers data using classification algorithms, in which the Random Forest (RF) algorithm performed well with 88.63% correctly classified instances. Creating effective retention policies is an essential task of the CRM to prevent churners. After classification, the proposed model segments the churning customer's data by categorizing the churn customers in groups using cosine similarity to provide group-based retention offers. This paper also identified churn factors that are essential in determining the root causes of churn. By knowing the significant churn factors from customers' data, CRM can improve productivity, recommend relevant promotions to the group of likely churn customers based on similar behavior patterns, and excessively improve marketing campaigns of the company. The proposed churn prediction model is evaluated using metrics, such as accuracy, precision, recall, f-measure, and receiving operating characteristics (ROC) area. The results reveal that our proposed churn prediction model produced better churn classification using the RF algorithm and customer profiling using k-means clustering. Furthermore, it also provides factors behind the churning of churn customers through the rules generated by using the attribute-selected classifier algorithm.

Examining the effects of robotic service on brand experience: the moderating role of hotel segment

Abstract: This research investigates the effects of robotic service on guest evaluations of hotel brand experience, and examines the moderating effects of hotel segment via a 2 (service delivery video: human...

Environmental corporate social responsibility and the strategy to boost the airline’s image and customer loyalty intentions

Abstract: This study aimed to uncover the role of an airline’s environmental corporate social responsibility in conjunction with building loyalty intentions of its customers while considering the mediating i...

Service innovativeness and tourism customer outcomes

Abstract: This study aims to develop/test a model that examines the effect of service innovativeness on customer cocreation, satisfaction, advocacy and behavioral loyalty intent in the travel agency context.,To explore these issues, the authors deploy a convenience sample of 340 travel agency customers. Data analysis centered on confirmatory factor analysis and structural equation modeling (SEM).,The results identify service innovativeness as a key driver of customer cocreation, satisfaction, advocacy and behavioral loyalty intent. The authors also identified customer cocreation to mediate the association between service innovativeness and customer advocacy, satisfaction and behavioral loyalty intent, respectively, and exerted a further direct effect on these variables.,Given the cross-sectional data, further research may wish to explore the generalizability of the findings (e.g. in other sectors, cultures or by adopting a longitudinal research design that tracks the theorized relationships over time).,The findings suggest service innovativeness as an important driver of customers’ intra- (within) and extra-or trans-(across) interaction outcomes, thereby impacting the customer experience and highlighting the significance of service innovativeness for the travel sector.,While service innovativeness and cocreation are of significant interest, their integrative investigation in tourism has remained scant. Thus, by quantifying the influence of service innovativeness on customer-based cocreation, satisfaction, advocacy and loyalty intent, the paper adds to the emerging body of knowledge on service innovativeness in tourism.

Social customer relationship management: an integrated conceptual framework

Abstract: In recent years, the concept of customer relationship management (CRM) has undergone a major change from being a strategy that focused solely on establishing financial bonds with customers to one t...

Brand love: the emotional bridge between experience and engagement, generation-M perspective

Abstract: The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.,A sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.,The findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.,This paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.,The paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

The impact of Halal tourism, customer engagement on satisfaction: moderating effect of religiosity

Abstract: The research aimed at finding out the relationship between Halal tourism, religiosity, customer engagement, and tourist’s satisfaction. The population of the study were Muslim tourists who visited ...

Technology adoption for the integration of online–offline purchasing: Omnichannel strategies in the retail environment

Abstract: Retail customers are now omnichannel both for attitude and behavior Since individuals interact with multiple touchpoints throughout their shopping journey, retailers must consider all channels holistically as consumers do, in order to provide them with a unified shopping experience Thus, recently retailers are showing an increasing interest in the deployment of advanced in-store systems aimed at enhancing the shopping experience by providing customers with innovative tools able to engage them for obtaining deeper insights, saving time and feeling more independent while shopping Such technologies can help retailers to better react to those emerging settings by: acquiring a positive image and reputation, being perceived as innovator; reducing management costs; maintaining and acquiring loyal consumers; making imitation strategies as difficult as possible for competitors; and reaching a unique and differentiated positioning The purpose of this paper is to explore whether and how store technology positively affects the customer experience in an omnichannel retail environment and if the early adoption of in-store technology by retailers produces a sustainable competitive advantage,To achieve the research aim and deeply explore the phenomenon of interest, a multiple-case study involving 15 retailers, operating in different industries of the Italian market, was carried through 80 semi-structured in-depth interviews with store managers and employees,Results of the content analysis show that customers are increasingly willing to use the in-store innovations in order to obtain richer shopping experiences while retailers achieve a stronger brand loyalty as well as a better and updated brand image,This paper contributes to the relevant literature by proposing two conceptual frameworks It provides a deeper understanding of possible advantages and threats resulting from early technology adoption by retailers, which is becoming essential for improving the omnichannel customer management and increasing business performance

Supply Chain Integration and Customer Relationship Management in the Airline Logistics

Abstract: This paper aims to explain the relationship between supply chain integration (SCI) and customer relationship management (CRM) in the Emirates airline (EA) logistics. The paper adopts qualitative research methodology and presents an interpretive case study approach. The study uses triangulation method of data collection including interviews, observations, and documents and archival records. This study can be considered as one of important studies because it links between logistics and airlines management in the emerging economy. It provides a model for an aspiring company to strategically manage customer relationships and shows that good CRM can promote business growth, customer retention, and revenues generation. The study provides important implications for both academics and practitioners alike through the implementation of CRM to gain a competitive advantage over their rivals. The study concludes that the ability to promote the operating leverage, innovation, and entrepreneurship ideas, as well as a visionary management team, is essential for EA. It also concludes that the process of SCI can be improved from internal logistics processes to external integration with suppliers and customers, and such integration can be achieved via the CRM system. The study recommends that airlines industry need to make strategic efforts to be more competitive in the supply chain core of business by reducing logistics costs and satisfying the needs of their customers.

The impact on competitiveness of customer value creation through relationship capabilities and marketing innovation

Abstract: The identification of customer needs through relationship management and their transformation into marketing innovation are two key processes in customer value creation. When combined, they can improve a firm’s competitive position, not only in terms of profitability but also by reducing costs and promoting the use of technology. The purpose of this paper is to analyze the link between managerial relational capability and marketing innovation in customer value creation, and to look at how that value creation affects competitiveness.,We analyze 450 small- and medium-sized enterprises (SMEs) in the furniture industry in the metropolitan area of Guadalajara (Mexico). To this sample is applied a confirmatory factor analysis and a structural equation model to analyze the impact of management capabilities in relationships and marketing innovation on customer value creation and to determine how the value created affects competitiveness.,The results show that management capabilities in customer relationships and in the way they convert knowledge of customer needs into specific choices in the market have a positive effect on customer value creation, as well as on financial performance, cost optimization and the use of technology, all of which can be used as indicators of competitiveness.,The study covers customer value creation in an emerging economy, that of Mexico, and relates it to business competitiveness from a holistic point of view which goes beyond profitability by also including cost reduction and the use of technology.

Using machine learning to cocreate value through dynamic customer engagement in a brand loyalty program.

Abstract: Hospitality venues traditionally use historical data from customers for their customer relationship management systems, but now they can also collect real-time data and automated procedures to make

LightGBM: an Effective Decision Tree Gradient Boosting Method to Predict Customer Loyalty in the Finance Industry

Abstract: This study presents an implementation of a Machine Learning model to predict customer loyalty for a financial company. We compare the accuracy of two Gradient Boosting Decision Tree Models: XGBoosting and the LightGBM algorithm, which has not yet been used for customer loyalty prediction. We apply these methods to predict credit card customers’ loyalty scores for a financial company. The dataset has been made available through a Kaggle’s competition. We assess customer loyalty prediction accuracy through RMSE and find that LightGBM performs better than XGBoosting.

Efficiency-centered, innovation-enabling business models of high tech SMEs: evidence from Hong Kong

Abstract: High-technology small and medium-sized enterprises (SMEs) are compelled to innovate to differentiate themselves from their competitors but at the same time be efficient, as they do not have economies of scale enjoyed by larger organizations. This qualitative study explores this paradoxical challenge faced by Hong Kong SMEs in designing their business model to strike such a balance. In doing so, it investigates the competencies of these firms in technology management and their innovation practices. It is found that third-party technologies that subscribe to international standards play a prominent role in the SME’s technology repertoire, as they are keen to leverage upon the effects of network externalities and other positive spillover effects. Although the firms’ business models enable product innovation, they also need to take efficiency into account to ensure that marketing and customer-intelligence are swiftly incorporated into their technology management and product development processes resulting in cyclic, incremental innovations. Our findings of efficiency-centered, innovation-enabling business models provide a more nuanced view of business model design in that efficiency and innovation need not be mutually exclusive. Four modalities of such business models are also identified: Focused, complementary, integrated innovation, and e-commerce-supported. These designs play an important role in enhancing product quality and performance, reducing time to market, developing new markets, and improving customer relationship and satisfaction.

Market orientation and hotel performance: investigating the role of high-order marketing capabilities

Abstract: Purpose Using the resource-based view (RBV), the purpose of this paper is to examine the potential mediation effect of customer relationship management capability, branding capability and service innovation capability on the established link between market orientation (MO) and hotel performance. It further investigates the complementarity between these capabilities in relation to hotel performance. Design/methodology/approach The survey data were collected from 216 UK hotels. AMOS 23 was used to analyse the research data. Findings The link between MO and hotel performance appears to be indirect via customer relationship capability, branding capability and service innovation capability. The three capabilities also appear to play different complementary roles when affecting hotel performance. Practical implications The current study offers hotel managers a ranking of the contribution of individual capabilities to hotel performance. It also helps them to make better investment decisions in developing the right capability combinations to enhance their hotel performance. Originality/value The research is based on integrating MO and RBV into a single framework to gain a deeper understanding of the relationship between MO and high-order marketing capabilities and how these factors shape hotel performance.

Transforming big data into knowledge: the role of knowledge management practice

Abstract: Purpose The purpose of this paper is to empirically investigate how big data collected from social media contribute to knowledge management practices, innovation processes and business performance. Design/methodology/approach The study used 418 questionnaires collected from firms that actively invest in marketing, advertising and communication in the Italian market. The hypotheses testing and analysis were conducted using structural equation modeling. Findings The results reveal that customers’ data gathered from social media produce different effects on knowledge management practices and firms’ innovation capacity. Furthermore, increased innovation capacity turned out to affect customer relationship performance directly, while it contributes to gain better financial performance only when it is used to gain relational outcomes. Originality/value The outcomes of the study help firms to develop a clear understanding about which big data retrieved from social media can be useful to improve their knowledge management practices and enhance their innovation capacity. Moreover, by investigating the mediating role of big data knowledge management in the context of social media knowledge acquisition and innovation capacity, this study also extends the mediation variables used to understand the relationship between knowledge capabilities and practices and innovation constructs.

Investigating the impact of ECRM success factors on business performance: Jordanian commercial banks

Abstract: The purpose of this paper is to develop an integrated framework to explore the influences of electronic customer relationship management (ECRM) success factors (process fit, customer information quality and system support) on customer satisfaction, customer trust and customer retention, which, in turn, impact upon the business financial performance of Jordanian commercial banks in Amman city.,Using a sample of 343 branch managers, assistant branch managers and heads of departments in Jordanian commercial banks, who answered a self-administrated questionnaire, data were collected and analysed using structural equation modelling (AMOS 17.0).,The results showed that the ECRM success factors (process fit, customer information quality and system support) positively affected customer satisfaction, customer trust and customer retention. Furthermore, the authors discovered that customer satisfaction and customer trust positively influenced customer retention. It was determined that customer satisfaction, customer trust and customer retention positively impact on a business’s financial performance.,Previous research lacks the link between ECRM success factors and business performance (financial and non-financial).

Linking employees’ affective commitment and knowledge sharing for an increased customer orientation

Abstract: Building on the attitude–behavior relationship model, this study aims to contribute to customer orientation literature by suggesting that service employees’ commitment (i.e. personal attitude) affects their customer orientation via the effect of their participation in knowledge sharing with colleagues (i.e. employees’ behavior).,The empirical analysis has been developed around survey data, collected from 165 service workers of Italian museums. The hypotheses are tested through the SPSS PROCESS macro plugin.,Drawing on the importance of human capital to tourism organizations, this study illustrates that affective commitment has a positive and significant influence on employees’ customer orientation, and that this relationship is fully mediated by knowledge-sharing behaviors.,As attitudes are more stable than behaviors, the findings suggest that managers of tourism organizations implement appropriate selection and recruitment techniques, together with adequate involvement and empowerment activities, to identify and support individuals whose attitudes fit the organizational goals.,Acknowledging the contribution that workers can give to service organizations’ success, this paper enriches the understanding of the mechanisms that underlie the relationship between employees’ attitudes and their orientation toward the customer. Building on the cognitive dissonance theory, it adds to extant research on the individual antecedents of employees’ customer orientation by shedding light on the attitude–behavior relationship in tourism organizations.