Application of knowledge-enabled customer relationship management model Online publication date: Fri, 14-Nov-2014
by Chunte Wu; Yichen Lin; Chehung Liu
International Journal of Business and Systems Research (IJBSR), Vol. 6, No. 2, 2012
Abstract: Application of collaborative marketing through knowledge-enabled customer relationship management (KCRM) systems offers a great opportunity to increase customer value and provides a way to systematically attract, acquire and retain customers. A strategic KCRM framework is introduced to classify the subjects by customer-oriented perspective. This study takes a leading beauty enterprise in Asia as an example and focuses on its franchise stores to perform a case study. The KCRM model was adopted to know what, how and why customer knowledge is so important to service industry. From the responses of the surveyed beauty enterprise, it is deduced how the companies can develop their customer-connection strategies based on their current and future positions in four dimensions of the value compass model. Moreover, this study presents a conceptual model of KCRM including strategy and process to see how knowledge management systems can help customer relationship management systems implementation and increase profits through collaborative marketing.
Online publication date: Fri, 14-Nov-2014
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Systems Research (IJBSR):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com