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The Impact of Knowledge Management and Data Mining on CRM in the Service Industry

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Nanoelectronics, Circuits and Communication Systems

Part of the book series: Lecture Notes in Electrical Engineering ((LNEE,volume 511))

Abstract

The marketing trend in the service sector is changing at a rapid pace due to fierce competition and ever-growing innovation in the field of information technology. The marketing approach has transformed from product-centric concept to customer-centric concept. Adopting customer-centric strategy has become the essential component of business philosophy especially in the service sector, where customers are treated like guests. The whole concept of business performance is based on the philosophy of hospitality. Efforts are on satisfying individual needs of the customer and thus creating personal relationship by offering customised service. Customer relationship management (CRM) has replaced the traditional concept of marketing. Successful implementation of CRM program requires effective database management system to facilitate acquiring and maintaining customer information and thus applying this information to extend customised service based on individual needs thereby, supporting customer satisfaction and retention. Hence, it is evident that technology-based CRM has become essential for the survival and growth of business organisation mainly, the hotel sector and maintaining effective CRM strategy has its origin in knowledge management and data mining technique.

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Author information

Authors and Affiliations

  1. Department of Hotel Management, BIT Mesra, Ranchi, Jharkhand, India

    Sanjiv Kumar Srivastava & Praveen Srivastava

  2. Department of Management Studies, IIT(ISM) Dhanbad, Dhanbad, Jharkhand, India

    Bibhas Chandra

Authors
  1. Sanjiv Kumar Srivastava
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  2. Bibhas Chandra
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  3. Praveen Srivastava
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Corresponding author

Correspondence to Sanjiv Kumar Srivastava .

Editor information

Editors and Affiliations

  1. Department of Electronics and Communication Engineering, Birla Institute of Technology, Mesra, Ranchi, Jharkhand, India

    Vijay Nath

  2. Department of Computer Science and Engineering, University of Kalyani, Kalyani, India

    Jyotsna Kumar Mandal

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Srivastava, S.K., Chandra, B., Srivastava, P. (2019). The Impact of Knowledge Management and Data Mining on CRM in the Service Industry. In: Nath, V., Mandal, J. (eds) Nanoelectronics, Circuits and Communication Systems . Lecture Notes in Electrical Engineering, vol 511. Springer, Singapore. https://doi.org/10.1007/978-981-13-0776-8_4

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  • DOI: https://doi.org/10.1007/978-981-13-0776-8_4

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-13-0775-1

  • Online ISBN: 978-981-13-0776-8

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