Analytical CRM : Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings
Language: English
Published by Gabler Verlag, 2008
Series: Book 1 of 4 - Applied Marketing Science/Angewandte Marketingforschung
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
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Add to basketItem description from seller
Druck auf Anfrage Neuware - Printed after ordering - The ever-increasing amount of individual-level customer data generated by reward/l- alty programs opens new perspectives for customer relationship management (CRM). Without any question, the potential bene ts of these data and analytical models for - plaining, extending, and predicting customer behavior is very high. However, recent analyses have shown that a high fraction of CRM projects result in negative return on investment. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential ('analytical CRM'). Yet, research and practice is still in its early stages with respect to analytical CRM. In particular, the so-called 'non-contractual settings' remain widely unexplored. Lit- ature refers to a 'non-contractual setting' when customer relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. Examples include hotels, airlines, and most retailers. The most obvious consequence for CRM is that the end of a customer relationship is not directly observable, i.e., a c- tomer can switch providers without notifying the focal provider. Consequently, analysis of customer retention, and future buying behavior is even more problematic than in contractual settings.…
Seller Inventory # 9783834912787
- Title
- Analytical CRM : Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings
- Author
- Markus Wübben
- Publisher
- Gabler Verlag
- Publication year
- 2008
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3834912786
- ISBN 13
- 9783834912787
- Item weight
- 386 grams
- Dimensions
- 210x148x17 mm
- Series
- Book 1 of 4: Applied Marketing Science/Angewandte Marketingforschung
Markus Wübben focuses on analytical CRM for developing and maintaining buyer-seller relationships in non-contractual settings, i.e. settings, in which buyer-seller relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. This is a common scenario for many businesses such as retailers, hotels, and airlines. Using empirical analyses on the basis of sound theoretical foundations, the author shows how customer relationships can be broadened, meaning how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, i.e. customers’ activity and purchase-levels, can be predicted. Finally, he derives implications for research and practice.
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