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Article
Publication date: 28 August 2018

Wen-Yu Chiang

Online customer relationship management (CRM) is an important issue for implementing digital marketing of electronic commerce or social commerce. The purpose of this study is to…

1735

Abstract

Purpose

Online customer relationship management (CRM) is an important issue for implementing digital marketing of electronic commerce or social commerce. The purpose of this study is to establish valuable markets for discovering customer knowledge from data-driven CRM systems for enhancing growth rates of businesses. Airline or travel agency industries are online businesses in the world. Therefore, the industries in Taiwan will be an empirical case for this study.

Design/methodology/approach

This research applied a procedure with an applied proposed model for establishing valuable markets from data-driven CRM systems. However, the study used a proposed customer value model (recency, frequency and monetary [RFM]; RFM model-based), the analytic hierarchy process (AHP) procedure and a proposed equation for estimating customer values.

Findings

For enhancing the data-driven CRM marketing of the industries, in this research, the market of air travelers can be partitioned into eight markets by the proposed model. As well, the markets can be ranked by the AHP procedure. Furthermore, the travelers’ customer values can be estimated by a proposed customer value equation.

Originality/value

Via the applied proposed procedure, online airlines, travel agencies or other online businesses can implement the research procedure as their data-driven marketing strategy on their online large-scale or Big Data customers’ databases for enhancing sales rates.

Details

Kybernetes, vol. 48 no. 3
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 13 December 2017

Wen-Yu Chiang

The purpose of this study is to discover valuable customers for enterprises. The international market of Taiwan airlines can be enhanced; thus, this study aims at Taiwan’s airline…

1113

Abstract

Purpose

The purpose of this study is to discover valuable customers for enterprises. The international market of Taiwan airlines can be enhanced; thus, this study aims at Taiwan’s airline market as a research area.

Design/methodology/approach

This research uses data mining technologies with a proposed model to analyse airline customer values for big data online marketing systems, such as customer relationship management (CRM) system. The research applied supervised apriori algorithm, socio-economic variables and a proposed model to discover the rules/markets.

Findings

The results show that eight markets were discovered and three association rules were established for business systems of airlines.

Originality/value

The valuable travellers/markets can be discovered by this research. By collecting shoppers’ transactional data, global online CRM and point of sales (POS) systems can be big data marketing systems. The research framework can be easily applied in online CRM/POS or big data marketing systems for international airlines; however, it is for other global businesses as well.

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Article
Publication date: 22 December 2020

Wen-Yu Chiang

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…

1718

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.

Details

British Food Journal, vol. 123 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 5 March 2018

Wen-Yu Chiang

The purpose of this paper is to propose a data mining approach for mining valuable markets for online customer relationship management (CRM) marketing strategy. The industry of…

2613

Abstract

Purpose

The purpose of this paper is to propose a data mining approach for mining valuable markets for online customer relationship management (CRM) marketing strategy. The industry of coffee shops in Taiwan is employed as an empirical case study in this research.

Design/methodology/approach

Via a proposed data mining approach, the study used fuzzy clustering algorithm and Apriori algorithm to analyze customers for obtaining more marketing and purchasing knowledge of online CRM systems.

Findings

The research found three hard markets and one fuzzy market. Furthermore, the study discovered two association rules and two fuzzy association rules.

Originality/value

However, industry of coffee shops has been always a fast-growing and competitive business around the world. Thus, marketing strategy is important for this industry. The results and the proposed data mining approach of this research can be used in the industry of coffee shop or other retailers for their online CRM marketing systems.

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Article
Publication date: 12 October 2012

Wen‐Yu Chiang

The purpose of this paper is to establish customers’ markets and rules of dynamic customer relationship management (CRM) systems for online retailers.

1855

Abstract

Purpose

The purpose of this paper is to establish customers’ markets and rules of dynamic customer relationship management (CRM) systems for online retailers.

Design/methodology/approach

This research proposes a procedure to discover customers’ markets and rules, which adopts the recency, frequency, monetary value (RFM) variables, transaction records, and socioeconomic data of the online shoppers to be the research variables. The research methods aim at the supervised apriori algorithm, C5.0 decision tree algorithm, and RFM model.

Findings

This research discovered eight RFM markets and six rules of online retailers.

Practical implications

The proposed framework and research results can help retailer managers to retain and expand high value markets via their dynamic CRM and POS systems.

Originality/value

This research uses data mining technologies to extract high value markets and rules for marketing plans. The research variables are easy to obtain via retailers’ systems. The found customer values, RFM markets, shopping association rules, and marketing decision rules can be discovered via the framework of this research.

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Article
Publication date: 31 March 2008

Hsiao‐Chi Chen and Ya‐Wen Yu

The purpose of this paper is to focus on selection of a location which can widely influence business strategy planning and operation profit.

4357

Abstract

Purpose

The purpose of this paper is to focus on selection of a location which can widely influence business strategy planning and operation profit.

Design/methodology/approach

In this paper, the relationship between location strategy and clustering is primarily shown by obtaining location decision criteria and the impact of high‐tech firms with the decision‐making trial and evaluation laboratory (DEMATEL) method. Then, analytic network process (ANP) method is used to explain the value and benefits from cluster location.

Findings

The authors study decision‐making for location selection of high‐tech firms in Hsinchu Science Park. The example is based on two dimensions including network effect and transaction cost. Network effect plays a more significant role than transaction cost for this example location selection of high‐tech firms in Hsinchu Science Park. The Science Park is surrounded by entrepreneurial spirit, a significant talent pool, and support infrastructure.

Originality/value

This paper explores how high‐tech managers make their decisions on location strategy in Science Park.

Research limitations/implications

The authors found that cost and benefit factors of network effect dominate the major decision‐making in selection of location and has direct impact on strategic intent. They also have shown that the DEMATEL and ANP approaches are valuable for evaluating this situation.

Details

Management Research News, vol. 31 no. 4
Type: Research Article
ISSN: 0140-9174

Keywords

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Article
Publication date: 1 August 2010

Wafaa Saleh, Ravindra Kumar and Añil Sharma

Driving cycle is an essential requirement to evaluate the exhaust emissions of various types of vehicles on the chassis dynamometer test. This study presents a real world…

283

Abstract

Driving cycle is an essential requirement to evaluate the exhaust emissions of various types of vehicles on the chassis dynamometer test. This study presents a real world comparison of the driving cycles of Edinburgh motorcycles in two world cities; Edinburgh in Scotland and Delhi in India. The two driving cycles (EMDC & DMDC) driving cycle (EMDC) that were was developed through the analysis of experimental data. This data was collected from trips on a number of routes in each city. In Edinburgh, five different routes between the home addresses in the surrounding areas and place of work at Edinburgh Napier University in Edinburgh were selected. In Delhi data were collected in East Delhi (Geeta Calony) to Central Delhi (Raisena Road). The data collected data was divided into two categories of urban and rural roads in the case of Edinburgh while it was only the urban route in Delhi.. Forty four trips were made on the five designated routes in both urban and rural areas and 12 trips were made in Delhi. The aims of the study were to assess the various parameters (i.e. motorcycle speed, cruise, accelerations and decelerations and percentage time spent in idling) and their statistical validity over total trip lengths for producing a real world EMDC in each of the two cities. The results show that EMDC in Edinburgh, the EMDC has a cycle length of 770 and 656 seconds for urban and rural trips, respectively, which was found more than ECE cycle length. Time spent in acceleration and deceleration modes were found to be significantly higher than any other driving cycle reported to date for motorcycles, reflecting a typical characteristic of the driving cycle in Edinburgh; this was presumably due to diverse driving conditions of motorcycles in the city. In Delhi on the other hand, the DMDC has a cycle length of 847.5 seconds for the urban trips, which higher than that of the EMDC length. The overall percentage time spent in acceleration in Delhi was higher than that of Edinburgh while the time spent in deceleration was lower in Delhi. The overall average speed in the case of Delhi was slightly higher than that of Edinburgh.

Details

World Journal of Science, Technology and Sustainable Development, vol. 7 no. 3
Type: Research Article
ISSN: 2042-5945

Keywords

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