The Impact of E-CRM on Customer Loyalty Using Data Mining Techniques
With the expansion of the Internet, various tools have been used to communicate with customers in organizations, and organizations use different E-CRM methods to create competitive advantages. Since customer loyalty is critical to achieving competitive advantage and profitability for organizations,...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2019-06-01
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| Series: | مطالعات مدیریت کسب و کار هوشمند |
| Subjects: | |
| Online Access: | https://ims.atu.ac.ir/article_9987_ea831f721d6e0e78681eff6ee445ca64.pdf |
| Summary: | With the expansion of the Internet, various tools have been used to communicate with customers in organizations, and organizations use different E-CRM methods to create competitive advantages. Since customer loyalty is critical to achieving competitive advantage and profitability for organizations, one of the goals of organizations in using E-CRM is to maintain and increase customer loyalty. Therefore, considering the importance of the impact of various E-CRM services on customers’ loyalty, the purpose of this study is to investigate the impact of E-CRM on the loyalty of Bank Mellat customers using data mining techniques. The data required for this research were extracted from Bank Mellat databases. Data mining techniques include clustering with K-means algorithm and neural networks (using error-relay algorithm) and LRFM model through programming in MATLAB and Excel software were used to analyze the data. The results showed that with increasing use of E-CRM services, customers’ loyalty increases. The relationship between E-CRM, the components of LRFM model, and loyalty is a nonlinear and the change in loyalty as E-CRM changes is not a constant. The increase in loyalty is a function of LRFM components, the amount of E-CRM and weights obtained in the neural network. |
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| ISSN: | 2821-0964 2821-0816 |