Using a data-driven marketing strategy on customer relationship management: an empirical case of urban coffee shops in Taiwan
ISSN: 0007-070X
Article publication date: 22 December 2020
Issue publication date: 22 February 2021
Abstract
Purpose
Nowadays, the agricultural business environment is expended to the whole world. Transaction records in point of sales and customer relationship management (CRM) systems can be large-scale data for long-established global chain businesses. Thus, the purpose of this paper is to using a proposed data mining approach to discover valuable markets/customers of urban coffee shop industry (retailer) in current environment of Taiwan, which can implement the industry's data-driven marketing strategy on a CRM system.
Design/methodology/approach
In this research approach, Ward's method, C5.0 decision tree and a proposed model are applied for discovering valuable markets and mining useful customer rules.
Findings
These found markets and discovered rules can be applied on marketing information or CRM system for identifying valuable customers and target markets.
Originality/value
In this study, the CRM system can be the media for the data-driven marketing strategy in environment of Taiwan. The approach of this research can be applied on other businesses for their data-driven marketing strategies as well.
Keywords
Citation
Chiang, W.-Y. (2021), "Using a data-driven marketing strategy on customer relationship management: an empirical case of urban coffee shops in Taiwan", British Food Journal, Vol. 123 No. 4, pp. 1610-1625. https://doi.org/10.1108/BFJ-06-2020-0523
Publisher
:Emerald Publishing Limited
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