Title: Increasing effectiveness in e-commerce: recommendations applying intelligent agents

Authors: Silvana Vanesa Aciar, Christian Serarols-Tarres, Marcelo Royo-Vela, Josep Lluis De la Rosa i Esteva

Addresses: Department of Electronics, Computer Engineering and Automatics, University of Girona, Campus Montilivi – Edifici P4, Girona 17071, Spain. ' Department of Business Economics, Universitat Autonoma de Barcelona, Fac. CC. Economiques i Empresarials – Edifici B, Bellaterra 08193 (Barcelona), Spain. ' Department of Commercialization and Market Research, Universidad de Valencia, Avinguda dels Tarongers s/n, Valencia 46022, Spain. ' Department of Electronics, Computer Engineering and Automatics, University of Girona, Campus Montilivi – Edifici P4, Girona 17071, Spain

Abstract: The efficient management of the information regarding customers, consumers or other users, in massive markets, is a necessary condition for the implementation of Customer Relationship Management (CRM) processes or relational marketing. A new approach of information technologies to consumer data should generate an analysis of customers| behaviour, by synthesising key abstract information that will facilitate and improve the customisation of services and will lead to a gain in sales. Recommender Systems and Multiagent Systems (MAS) are the information technologies applied in this paper, jointly with a new methodology that allows, thanks to a greater efficiency, the selection of the most relevant sources of consumers| information to carry out recommendations of purchases to consumers.

Keywords: relational marketing; artificial intelligence; customer relationship management; CRM; e-commerce; electronic commerce; recommender systems; intelligent agents; IAs; multi-agent systems; information technology; agent-based systems; customer behaviour; purchase recommendations.

DOI: 10.1504/IJBSR.2007.014774

International Journal of Business and Systems Research, 2007 Vol.1 No.1, pp.81 - 97

Published online: 08 Aug 2007 *

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