The use of dynamic system in the analysis of customer relationship management model
Subject Areas : مدیریت
somayeh hosseini
1
,
MohammadReza Motadel
2
,
Abbas Toloie Eshlaghy
3
1 - PhD student, Department of Information Technology Management, Central Tehran Branch, Tehran, Iran
2 - 2 Associate Professor, Department of Industrial Management, Central Tehran Branch, Tehran, Iran (in charge of correspondence)
3 - Professor, Department of Management, Science and Research Unit, Tehran, Iran
Keywords: Customer relationship management (CRM), Dynamic modeling, Dynamic system ,
Abstract :
Efficient and effective customer relationship management increases customer satisfaction and retention. Customer relationship management helps organizations evaluate profitability and customer loyalty using criteria such as repeat purchases, money spent, and durability. The main goal of this research was the dynamic modeling of communication with customers and the dynamic analysis of this model. The current research is applied in terms of purpose and in terms of survey method with model development approach. The time frame of the research is five years (2017-2021). For this purpose, information on the indices of 33 factors affecting competitive advantage in Tejarat Bank were entered into Bayesian averaging models (BMA), dynamic moving average model with parameters that can be changed over time (TVP-DMA) and dynamic selection model with parameters that can be changed over time (TVP). -DMS) Based on the error rate, the BMA model had the highest accuracy. After estimating the model, 8 main variables were identified. which consists of: long-term account balance; the amount of use of mobile bank; the amount of internet bank usage; real customers; legal clients; special or normality of the customer; Type of job and education. These 8 main identified variables were entered into the dynamic model and then the model was validated based on boundary adequacy tests, structure evaluation, integration error and sensitivity analysis.
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