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	Modelling a CRM Markov chain process using system dynamics
	Ip, W.H. ; Bocheng Chen ; Lau, H.C.W. ; Choy, K.L. ; Chan, S.L.
	2010-10-12 ; 2010-10-12
关键词	Practical Theoretical or Mathematical/ customer relationship management data mining decision support systems Markov processes organisational aspects supply chain management/ customer relationship management Markov chain process modelling system dynamics customer relationships commercial organisations one-to-one marketing environment online analytical processing customer supply chain decision support/ C7170 Marketing computing C6170K Knowledge engineering techniques C7102 Decision support systems C1140J Markov processes D2140 Marketing, retailing and distribution applications of IT
中文摘要	Improvement in customer relationships within an organisation is a strategic target that commercial organisations try to achieve. Research has shown that 80% of the profits of most companies are generated from 20% of their loyal customers. The cost of achieving successful sales with new customers is also higher than that with existing customers. The capability to retain loyal customers and keep a close relationship with them is the key to surviving in the present one-to-one marketing environment. An excellent CRM system that has online analytical processing (OLAP) capable of analysing the relationship level with the direct customers and downstream customers provides a definite marketing advantage in the customer share campaign. In this paper, a system dynamics model to analyse direct and downstream customer relationships is presented. The theory of the Markov chain model in computing customer lifetime value is applied in the model presented for customer supply chain decision support.
语种	英语
出版者	Inderscience Enterprises Ltd. ; Switzerland
内容类型	期刊论文
源URL	[http://hdl.handle.net/123456789/80760]
专题	清华大学
推荐引用方式 GB/T 7714	Ip, W.H.,Bocheng Chen,Lau, H.C.W.,et al. Modelling a CRM Markov chain process using system dynamics[J],2010, 2010.
APA	Ip, W.H.,Bocheng Chen,Lau, H.C.W.,Choy, K.L.,&Chan, S.L..(2010).Modelling a CRM Markov chain process using system dynamics..
MLA	Ip, W.H.,et al."Modelling a CRM Markov chain process using system dynamics".(2010).

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