Relation between Data Mining and Business Fields in the Four Dimensional CRM Model

Iva Salov, Aleksandra Krajnović and Ante Panjkota
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Iva Salov: University of Zadar, Department of Economics, Croatia
Ante Panjkota: University of Zadar, Department of Economics and Maritime Department, Croatia

from University of Primorska Press

Abstract: Various academic sources show how data mining techniques (DM) can be successfully applied in 4-dimensional CRM model. However, there is no known systematic synthesis related to the correlation between DM, CRM, and business fields (e.g., banking, e-commerce, telecommunication, etc.). This paper deals with that problem throughout the review of primary and secondary sources of the application of DM techniques in the four CRM dimensions related to different business fields in the period from 2006 to 2016. The proposed research model is multidimensional where, for the sake of simplified representation, its base consists of three dimensions – DM techniques, CRM dimensions and business fields. Each mentioned dimension is multi-dimensional by itself. This preliminary study indicates the high impact of DM on CRM dimensions in all business fields with high interaction with customers. Besides that, implicitly or explicitly customer’s privacy and security issues arose as a problem in most recent studies on the application of DM techniques in the frame of the contemporary CRM systems. In that sense, we proposed extended CRM model with customers’ security and privacy as root dimension.

Keywords: CRM; Data Mining; Business Fields; Customer Security; Customer Privacy (search for similar items in EconPapers)
Date: 2017
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