Title: A study on the construction of a ubiquitous customer relationship management system with RFID – a case study

Authors: Toly Chen; Yu-Cheng Wang

Addresses: Department of Industrial Engineering and Systems Management, Feng Chia University, 100, Wenhwa Rd., Seatwen, Taichung City 408, Taiwan. ' Department of Industrial Engineering and Systems Management, Feng Chia University, 100, Wenhwa Rd., Seatwen, Taichung City 408, Taiwan

Abstract: Wireless and non-touch applications of radio frequency identification (RFID) have brought innovative changes to various areas of management, particularly customer relationship management (CRM). Traditional barcodes are slow and unsecure with low recognition ratios and little memory. A wireless network can use RFID to establish a ubiquitous customer relationship management (U-CRM) system. A U-CRM database can gather customer information at any time and from any place. Staff members can monitor network applications that automatically analyse information related to marketing, sales, and service. This study discusses how to improve customer and supplier relationships by adding a U-CRM system to the storage management system of a semiconductor factory. This study also analyses RFID strategies for U-CRM. The results are expected to be constructive points for manufacturers who must make relevant business decisions.

Keywords: radio frequency identification; RFID; ubiquitous CRM; customer relationship management; U-CRM; barcodes; supply chain management; SCM; wireless networks; supplier relationships; storage management; semiconductor manufacturing.

DOI: 10.1504/IJICT.2012.045745

International Journal of Information and Communication Technology, 2012 Vol.4 No.1, pp.13 - 26

Published online: 27 Feb 2012 *

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