Vip-Focused Crm Strategies In An Open-Market

Nowadays, an open-market which provides sellers and consumers a cyber place for making a transaction over the Internet has emerged as a prevalent sales channel because of convenience and relatively low price it provides. However, there are few studies about CRM strategies based on VIP consumers for an open-market even though understanding VIP consumers’ behaviours in an open-market is absolutely important to increase its revenue. Therefore, we propose CRM strategies focused on VIP customers, obtained by analyzing the transaction data of VIP customers from an open-market using data mining techniques. To that end, we first defined the VIP customers in terms of recency, frequency and monetary (RFM) values. Then, we used data mining techniques to develop a model which best classifies customers into VIPs or non-VIPs. We also validate each of promotion types in the aspect of effectiveness to VIP customers and identify association rules among the types from the transactions of VIP customers. Then, based on the findings from these experiments, we propose strategies from the perspectives of CRM dimensions such as customer identification, attraction, retention and development for the open-market to thrive

Customer Relationship Management in the E-Retailing Environment

Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of 4 SBE owners or managers and reviewing organizational documents and online postings from those 4 organizations. Using topic coding, the data were organized into nodes grounded in the context of TOE. The thematic analysis yielded 5 themes: social media engagement, price congruency, organizational knowledge benefit, customer satisfaction, and customer engagement. The study findings revealed that a significant strategy for SBEs operating in online markets was social CRM, an inexpensive and critical tool for CRM. Further, CRM tools such as social media required consistent monitoring and the devotion of financial and human resources to deliver constant customer engagement. The implication for social change includes the potential to improve the life cycle of SBEs in smaller communities, which improves community entrepreneurial and startup success. Entrepreneurship contributes to community vitality and economic prosperity by providing employment, skill development, and job training

Differentiation of Corporate Social Responsibility Initiatives in Small Market and Large Market NFL Franchises

Using the framework established in Lough & Pharr (2012), as well as Lough & Pharr (2010), this study differentiated the CSR initiatives of specific NFL franchises as cause-related (CRM) or social marketing based on five variables: 1) locus of benefit; 2) outcomes/objectives sought; 3) target market; 4) voluntary exchange; and 5) marketing perspective. The NFL franchises investigated were the New York Giants whom inhabit the NFL’s largest television market, and the Green Bay Packers whom inhabit the NFL’s smallest television market (NFL, 2012). A content analysis was conducted on the “Community” section of each team’s respective website which described their various outreach programs. Following the investigation of each franchise’s CSR initiatives, the franchises were compared to each other as well as compared to the NFL. It was discovered that the Packers (45) had twice as many CSR initiatives as the Giants (22). The Packers utilized CRM (40%) most often while the Giants utilized social marketing (40.9%) most often. These findings help illustrate how NFL teams operate differently in different sized markets. Keywords: sport marketing, cause-related marketing, social marketing, corporate social responsibilit

Loyalty Program Effectiveness: An Examination of Mainstream and Niche Sport Fan-Team Relationships

The purpose of this study was to explore the efficacy of using loyalty programs on sport fans’ relationship quality and fan engagement toward sport organizations. This study also sought to explore which relationship quality and fan engagement factors potentially differed as a result of using loyalty programs. Since there are two major defined sport levels, differences were explored across niche and mainstream sport organizations. Using relationship marketing as the theoretical framework, participants (n = 678) were administered a 55-item instrument that included revised relationship quality and fan engagement scales. Quantitative data were used to run confirmatory factor analyses, analyses of covariance, and multivariate analyses of covariance. Results first showed that significant differences existed between mainstream sport fans that have access to a loyalty program and mainstream sport fans that do not have access to a loyalty program. Mainstream sport fans that have access to a loyalty program had higher identification and reciprocity. Mainstream sport fans that do not have access to a loyalty program were found to have higher overall fan engagement, commitment, intimacy, and performance tolerance. Results also showed differences between niche sport fans that have access to a loyalty program and mainstream sport fans that have access to a loyalty program. Mainstream sport fans that have access to a loyalty program were divided into two groups (simple or complex) based on the design of the loyalty programs. Niche sport fans that have access to a loyalty program were found to have higher overall relationship quality, trust, intimacy, management cooperation, and performance tolerance. The findings provide an introduction in to the possibility that loyalty programs could be effective for increasing relationship quality for both niche and mainstream sport organizations. Moreover, for niche sport organizations that have access to fewer resources, it is encouraging that the use of a loyalty program appears to have the capabilities to build stronger relationships and engagement. These results provide several implications for sport organizations and sport marketers and serve as a foundation for which future research on loyalty programs can build

Automotive Crisis: Volkswagen\u27s Emissions Scandal & Response Strategies.

The purpose of this study is to explore the use of crisis communication strategies (i.e. Coomb’s Situational Crisis Communication Theory and Bradford & Garrett’s Communicative Response Model) by examining Volkswagen’s key messages in U.S. commercial ad campaigns, individual vehicle commercials, and print ads before, during and after the emissions scandal. The content analysis also identified these specific crisis response strategies in the company’s 2015 through 2018 annual reports, press releases and letters to the company shareholders

Casino CRM: Issues and Some Implementation

Customer Relationship Management (CRM) software allows companies to manage their contact with their customers. It is critical for every industry to have a wealth of information about each customer’s preferences. CRM allows companies to integrate customer information with marketing promotions that results in higher profitability for the company. For the gaming industry, CRM software has allowed them to manage their customers’ preferences, track their expenditures, and provide them with offers and services that generate value for each customer. However, technology must be supplemented by a customer-centric organizational policy to fully realize the benefits of CR

Investigating factors influencing the decision making process for ERP adoption and implementation: An exploratory case study

The rapid developments in Information and Communication Technologies (ICT) have resulted into a borderless business environment along with an amplified market competition. Traversing through such a trend globally, organisations have significantly focused on adopting and implementing Enterprise Resource Planning (ERP) systems to automate their prime business processes, enhance organisational productivity with lower costs and prompt service delivery to fulfil consumer demands. Thus, ERP systems are considered as a principal source to provide imperative information vital for strategic decision making process. On the contrary, ERP systems adoption and implementation is also highly considered as a challenging and expensive process that not only requires rigorous efforts but also demands to have an exhaustive investigation of influential factors that are critical to the adoption and implementation of ERP systems. A plethora of research studies have been theorised exploring factors influencing the decision making process for ERP adoption and implementation; however, the authors claim that these studies are not filtered comprehensively in terms of the different perspectives. Notwithstanding, the implications of such research have yet to be assessed, leaving scope for timeliness and novel research. This paper thus focuses on the ERP critical success factors from five different perspectives such as: stakeholders; process; technology; organisation; and project based on the literature analysis. These perspectives comprise of 24 factors that are imperative for a successful ERP adoption and implementation, which are validated through a qualitative single case study based research. The empirical findings illustrate that these factor help realise significant benefits such as reducing costs and saving time or extra effort