Applying data mining for online CRM marketing strategy

Applying data mining for online CRM marketing strategy PurposeThe purpose of this paper is to propose a data mining approach for mining valuable markets for online customer relationship management (CRM) marketing strategy. The industry of coffee shops in Taiwan is employed as an empirical case study in this research.Design/methodology/approachVia a proposed data mining approach, the study used fuzzy clustering algorithm and Apriori algorithm to analyze customers for obtaining more marketing and purchasing knowledge of online CRM systems.FindingsThe research found three hard markets and one fuzzy market. Furthermore, the study discovered two association rules and two fuzzy association rules.Originality/valueHowever, industry of coffee shops has been always a fast-growing and competitive business around the world. Thus, marketing strategy is important for this industry. The results and the proposed data mining approach of this research can be used in the industry of coffee shop or other retailers for their online CRM marketing systems. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Applying data mining for online CRM marketing strategy

Loading next page...
 
/lp/emerald/applying-data-mining-for-online-crm-marketing-strategy-d0WCoSREdo
Publisher
Emerald Group Publishing Limited
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
D.O.I.
10.1108/BFJ-02-2017-0075
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to propose a data mining approach for mining valuable markets for online customer relationship management (CRM) marketing strategy. The industry of coffee shops in Taiwan is employed as an empirical case study in this research.Design/methodology/approachVia a proposed data mining approach, the study used fuzzy clustering algorithm and Apriori algorithm to analyze customers for obtaining more marketing and purchasing knowledge of online CRM systems.FindingsThe research found three hard markets and one fuzzy market. Furthermore, the study discovered two association rules and two fuzzy association rules.Originality/valueHowever, industry of coffee shops has been always a fast-growing and competitive business around the world. Thus, marketing strategy is important for this industry. The results and the proposed data mining approach of this research can be used in the industry of coffee shop or other retailers for their online CRM marketing systems.

Journal

British Food JournalEmerald Publishing

Published: Mar 5, 2018

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches

$49/month

Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.

$588

$360/year

billed annually
Start Free Trial

14-day Free Trial