CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions

被引：92

作者：

Verhoef, Peter C. ^{[1
]}

Venkatesan, Rajkumar ^{[2
]}

McAlister, Leigh ^{[3
]}

Malthouse, Edward C. ^{[4
]}

Krafft, Manfred ^{[5
]}

Ganesan, Shankar ^{[6
]}

机构：

[1] Univ Groningen, Fac Econ & Business, Dept Mkt, NL-9700 AV Groningen, Netherlands

[2] Univ Virginia, Darden Sch Business, Charlottesville, VA 22903 USA

[3] Univ Texas Austin, McCombs Sch Business, Austin, TX 78712 USA

[4] Northwestern Univ, Medill Sch Journalism, Evanston, IL 60208 USA

[5] Univ Munster, Inst Mkt, D-4400 Munster, Germany

[6] Univ Arizona, Eller Coll Management, Tucson, AZ 85721 USA

来源：

JOURNAL OF INTERACTIVE MARKETING | 2010年 / 24卷 / 02期

关键词：

Customer relationship management; Database; Multichannel marketing; Retailing; CUSTOMER LIFETIME VALUE; LOYALTY PROGRAMS; WEB SITE; MANAGEMENT; IMPACT; MODELS; EQUITY; SEGMENTATION; RETENTION; BEHAVIOR;

D O I：

10.1016/j.intmar.2010.02.009

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Many retailers have collected large amounts of customer data using, for example, loyalty programs. We provide an overview of the extant literature on customer relationship management (CRM), with a specific focus on retailing. We discuss how retailers can gather customer data and how they can analyze these data to gain useful customer insights. We provide an overview of the methods predicting customer responses and behavior over time. We also discuss the existing knowledge on the application of marketing actions in a CRM context, while providing an in-depth discussion on CRM and firm value. We outline future research directions based on the literature review and retail practice insights. (C) 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

引用

页码：121 / 137

页数：17

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