Improving Customer Relationship Management Through Business Intelligence

Meliha Handzic (), Kursad Ozlen and Nermina Durmic
Additional contact information
Meliha Handzic: International Burch University, Sarajevo, Bosnia and Herzegovina;
Kursad Ozlen: Ishik University, Erbil, Iraq
Nermina Durmic: International Burch University, Sarajevo, Bosnia and Herzegovina

Journal of Information & Knowledge Management (JIKM), 2014, vol. 13, issue 02, 1-9

Abstract: This paper examines empirically the role of business intelligence (BI) in customer relationship management (CRM). Drawing on relevant literature on BI and CRM, the research model for the current investigation proposes that BI approaches of an organisation and its competition influence organisational business strategy which in turn impacts its customer strategy. The model is tested empirically using survey data of 165 respondents from 73 different private and state owned businesses operating in a transitional economy of East Europe. Empirical evidence confirms a key role of BI in CRM through its impact on organisational business and customer strategies development. Such findings make two important contributions. For research, they provide an improved understanding of the factors and processes involved in realising benefits from BI. For practice, they show managers how BI can be leveraged to achieve performance gains through competitive actions. Further research is recommended to confirm and extend the current investigation.

Keywords: Business intelligence (BI); customer relationship management (CRM); business strategy; customer strategy; survey; transitional economy; East Europe (search for similar items in EconPapers)
Date: 2014
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219649214500154
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:jikmxx:v:13:y:2014:i:02:n:s0219649214500154

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0219649214500154

Access Statistics for this article

Journal of Information & Knowledge Management (JIKM) is currently edited by Professor Suliman Hawamdeh

More articles in Journal of Information & Knowledge Management (JIKM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().