Authors: Mrinalini Shah
Addresses: Institute of Management Technology, Hapur Road, Raj Nagar, Ghaziabad, 201 001 India
Abstract: Fuzzy based software allows the customer to be in several classes at a time but up to a different degree. A fuzzy customer class follows the human reasoning and thus treats the customer according to their real value. The concept of membership function allows that degree up to which the customer falls with the concept of that class. To create a modal for the analysis of customer relationships, fuzzy logic based software is proposed. Fuzzy logic, unlike statistical data mining techniques, enables the use of non-numerical values and introduces the notion of linguistic variables. Using linguistic terms and variables will result in a more human oriented querying process. The modal reduces the complexity of customer data and extracts valuable hidden information through a fuzzy logic based classification of customers.
Keywords: fuzzy logic; customer relationship management; CRM; marketing strategy; customer loyalty; membership function; strategic marketing.
International Journal of Electronic Customer Relationship Management, 2008 Vol.2 No.2, pp.158 - 170
Published online: 16 Aug 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article