By D. Catalan-Matamoros
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The survey was designed to take about five to ten minutes to complete. , calling, text messaging, accessing the internet, email, and others). Constant sum scales are appropriate for this study. According to Griffin and Hauser’s study (1993), there was no significant difference between direct rating, constant-sum scale, and anchored scale in terms of measures of importance. Constant sum scales, however, provide fine discrimination among stimulus objects. , SMS coupons, SMS alerts, SMS contests, and SMS product information) were measured by four-point interest scales ranging from “not interested” to “very interested” Lastly, privacy was measured using a five-point Likert scale (ranging from “strongly disagree” to “strongly agree”).
1999), New Rules for the New Economy, (1st edition), Penguin Books, ISBN: 9780140280609, USA. , (2003), „Principles of Marketing“, (10th edition), Prentice Hall, ISBN: 978-0131018617, USA. , ISSN:1387-3326. , (1999), Market Leadership Strategies for Service Companies: Creating Growth, Profits and Customer Loyalty, (1st edition), McGraw Hill, ISBN: 9780844224411, USA. , (2003), Odnosi s klijentima u e-poslovanju, (1st edition), Sinergija, ISBN 953-6895-110, Zagreb. , (2002), Izazovi elektroničnog poslovanja, (1st edition), Narodne novine, ISBN: 9536053632, Zagreb.
On the other hand, business intelligence application improves creation a real and complete image of the client, which will provide faster, better and easier decision making. Complementary use of CRM systems and Business Intelligence, provides a holistic approach to customers which includes improvements in customer profiling, simpler detection value for customers, measuring the success of the company in satisfying its customers, and creating a comprehensive customer relationship management. Business Intelligence can detect various incentives to increase sales and revenue, such as faster conversion of potential into actual clientss, reducing the number of outgoing customers and increase sales to existing customers.
Advances in Customer Relationship Mgmt. by D. Catalan-Matamoros