Title: The current status and potential use of silent technology – RFID to enhance customer relationship

Authors: Teuta Cata, Wm. Benjamin Martz Jr.

Addresses: Business Informatics Department, Northern Kentucky University, USA. ' Business Informatics Department, Northern Kentucky University, USA

Abstract: This research focuses on current applications and the potential integration of Radio Frequency Identification (RFID) technology with Customer Relationship Management (CRM). RFID is a |silent| technology which holds much potential for increasing a company|s understanding of its customers. As such, the technology is applicable in at least four phases of the traditional CRM cycle (the development of the offering, superior experience, retention, and targeting and marketing) and can strategically improve customer support and service areas. At the same time, RFID holds the potential to support customers in reactive mode (before customers reach the company). The results of this study details that the current RFID technology has been applied more on customer support, rather than for marketing purposes.

Keywords: customer relationship management; CRM; radio frequency identification; RFID; silent commerce; technology marketing.

DOI: 10.1504/IJTMKT.2008.019925

International Journal of Technology Marketing, 2008 Vol.3 No.3, pp.276 - 292

Published online: 15 Aug 2008 *

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