International Journal of Innovative Research in Computer and Communication Engineering
ISSN Approved Journal | Impact factor: 8.771 | ESTD: 2013 | Follows UGC CARE Journal Norms and Guidelines
| Monthly, Peer-Reviewed, Refereed, Scholarly, Multidisciplinary and Open Access Journal | High Impact Factor 8.771 (Calculated by Google Scholar and Semantic Scholar | AI-Powered Research Tool | Indexing in all Major Database & Metadata, Citation Generator | Digital Object Identifier (DOI) |
| TITLE | Data Mining as a Strategic Tool for Customer Behaviour and Customer Relationship Management |
|---|---|
| ABSTRACT | Data mining has made customer relationship management (CRM) a new research area where business organisations can gain a competitive advantage, and play a key role in the organisations management decision. Due to the increased competitiveness of the retail activity, the relationship between companies and customers has become a critical factor for organisation’s strategy. In the past, companies focused on selling products and services without searching for detailed knowledge concerning the customers who bought the products and services. With the proliferation of competitors, it has become more difficult to attract new customers, and consequently companies had to intensify efforts to maintain current consumers. This context led companies to evolve from product/service-centred strategies to customer-centred strategies. Therefore, the establishment of loyal relationships with customers became a main strategic goal. This paper studies the use of data mining, as a tool, in understanding customer relationship management in Retail marketing which also happens to generate huge amount of data in its operations. Retailers can make use of this data in order to segment customers and designing customer-centric marketing strategies for the target marketing. |
| AUTHOR | DR. ASHISH B. PATEL |
| VOLUME | 176 |
| DOI | DOI: 10.15680/IJIRCCE.2025.1311087 |
| pdf/87_Data Mining as a Strategic Tool for Customer Behaviour and Customer Relationship Management.pdf | |
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