A decision support system for customer relationship management | |
| Author | Thitipong Navalertporn |
| Call Number | AIT Thesis no.IM-03-09 |
| Subject(s) | Customer relations--Management Decision support systems |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of Science, School of Advanced Technologies |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. IM-03-09 |
| Abstract | In recent years, businesses are increasingly realizing the significance of knowing their customer better. More and more companies are focusing their efforts on building long-lasting ties with customers; therefore, Customer Relationship Management (CRM) is becoming a priority for many businesses. This study concerns with designing and implementing a prototype Decision Support System for Customer Relationship Management in order to enhance an effectiveness of marketing operation in the Steel Manufacturer and Distributor Company. In recent years, steel business has become one of the most fiercely competitive industries. In such competitive environment, traditional customer relationship strategies of marketing department deployed to fuel business growth become less effective. This study, therefore, proposes two primary applications which include (i) customer segmentation and (ii) customer retention analysis. The objective of customer segmentation is to define the right strategy for the right customer. Customer retention analysis, on the other hand, is to identify the customer who is likely to leave or drop the services. Once the prototype system is developed, an evaluation on the accuracy of the results is conducted. Finally, some possible areas for the future development of a decision support system for customer relationship management are suggested. |
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. IM-03-09 |
| Type | Thesis |
| School | School of Advanced Technologies (SAT) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information Management (IM) |
| Chairperson(s) | Vatcharapom Esichaikul; |
| Examination Committee(s) | Haddawy, Peter;Phan Minh Dung; |
| Degree | Thesis (M.Sc.) - Asian Institute of Technology, 2003 |