データ視点からのCRM(顧客関係管理)の再考

DOI 機関リポジトリ Web Site

書誌事項

タイトル別名
  • データ シテン カラ ノ CRM コキャク カンケイ カンリ ノ サイコウ

この論文をさがす

抄録

1 はじめに : 近年、実務と理論の両側面から、企業と顧客との関係性の構築を重要視するマーケティングが注目されている。そこで本稿では、顧客関係管理(Customer Relationship Management : 以下CRM)と呼ばれるマーケティング手法を取り上げる。このCRMとは、情報技術の援用、すなわちデータを用いて顧客を識別し、顧客に対して顧客ごとに合ったダイレクト・メッセージを配信するなどで満足させ、顧客維持につなげていくものとされている。……

In recent years, marketing strategies focusing on the building of relationships with customers have attracted the attention of both business and the literature. This study focuses on the marketing strategy called customer relationship management (CRM). The strategy distinguishes customers using various data and tries to retain them through different customer satisfaction methods. In CRM, continuous purchasing by customers is called a relationship with customers, and building this relationship improves customer lifetime value. However, although many companies pay attention to CRM, only a few succeed. One reason for this is that CRM cannot handle a variety of data. This study systematically rebuilds CRM through a data analysis process based on a review of the conventional CRM studies, to make three contributions to the literature. First, the study shows that the final CRM form involves approaching each small segment and individualizing each customer. Second, I organize the data as well as data analysis methods applied in CRM. The data used for CRM are classified into three groups: customer information, achievement information, and behavior history information. The data analysis methods are classified by purpose. Third, the study finds that the same analysis method can be used for multiple purposes, even if the purpose is same, instead of one type of analysis method. However, some challenges remain. The current CRM has no analytical method that takes a different approach for each customer. A future study needs to take up this point and also consider the development of new analytical methods.

収録刊行物

  • 経営研究

    経営研究 71 (3), 87-107, 2020-11-30

    大阪市立大学経営学会

キーワード

詳細情報 詳細情報について

問題の指摘

ページトップへ