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Erschienen in:
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2019 | OriginalPaper | Buchkapitel

The Impact of Knowledge Management and Data Mining on CRM in the Service Industry

verfasst von : Sanjiv Kumar Srivastava, Bibhas Chandra, Praveen Srivastava

Erschienen in: Nanoelectronics, Circuits and Communication Systems

Verlag: Springer Singapore

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Abstract

The marketing trend in the service sector is changing at a rapid pace due to fierce competition and ever-growing innovation in the field of information technology. The marketing approach has transformed from product-centric concept to customer-centric concept. Adopting customer-centric strategy has become the essential component of business philosophy especially in the service sector, where customers are treated like guests. The whole concept of business performance is based on the philosophy of hospitality. Efforts are on satisfying individual needs of the customer and thus creating personal relationship by offering customised service. Customer relationship management (CRM) has replaced the traditional concept of marketing. Successful implementation of CRM program requires effective database management system to facilitate acquiring and maintaining customer information and thus applying this information to extend customised service based on individual needs thereby, supporting customer satisfaction and retention. Hence, it is evident that technology-based CRM has become essential for the survival and growth of business organisation mainly, the hotel sector and maintaining effective CRM strategy has its origin in knowledge management and data mining technique.

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Metadaten
Titel
The Impact of Knowledge Management and Data Mining on CRM in the Service Industry
verfasst von
Sanjiv Kumar Srivastava
Bibhas Chandra
Praveen Srivastava
Copyright-Jahr
2019
Verlag
Springer Singapore
Buch
Nanoelectronics, Circuits and Communication Systems

Print ISBN: 978-981-13-0775-1

Electronic ISBN: 978-981-13-0776-8

Copyright-Jahr: 2019

DOI
https://doi.org/10.1007/978-981-13-0776-8_4