Title: Design and development of Supply Chain Knowledge Discovery System for Customer Relationship Management
Authors: C.K.M. Lee, H.C.W. Lau, S.K. Kwok, G.T.S. Ho
Addresses: Division of Systems and Engineering Management, School of Mechanical and Aerospace Engineering, Nanyang Technological University, 50 Nanyang Avenue, 639798 Singapore, Singapore. ' Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong. ' Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong. ' Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong
Abstract: The purpose of this article is to propose a Supply Chain Knowledge Discovery System including Radio Frequency Identification (RFID) technology together with temporal rule induction that the retailers and distributors can have a better Customer Relationship Management by realising the change of customer purchasing behaviour with latest information. The aim of this research is to identify how information system manipulates the Point-Of-Sales data and customer historical data so as to formulate the cross-selling strategy. With the advert development and application of RFID, the data collected in the linear time interval reveal the characteristics of temporal features of daily transactional data. The proposed system discovers the knowledge by querying data in temporal database interactively and recursively with Temporal Query and Mining Language. Data cleaning process is carried out prior to applying temporal association rule for basket market analysis. The significance of this research is the demonstration of the synergy of using a combination of latest technologies to form an integrated system to improve direct marketing campaign.
Keywords: supply chain knowledge; knowledge discovery; radio frequency identification; RFID; customer relationship management; CRM; customer behaviour; point of sale data; basket market analysis; direct marketing; association rules; temporal query and mining language; TQML; supply chain management; SCM; cross-selling strategy.
International Journal of Services Technology and Management, 2010 Vol.14 No.1, pp.2 - 16
Available online: 05 May 2010 *Full-text access for editors Access for subscribers Purchase this article Comment on this article