advances in customer relationship management

ADVANCES IN
CUSTOMER RELATIONSHIP
MANAGEMENT

Edited by Daniel Catalán-Matamoros
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Advances in Customer Relationship Management
Edited by Daniel Catalán-Matamoros


Published by InTech
Janeza Trdine 9, 51000 Rijeka, Croatia

Copyright © 2012 InTech
All chapters are Open Access distributed under the Creative Commons Attribution 3.0
license, which allows users to download, copy and build upon published articles even for
commercial purposes, as long as the author and publisher are properly credited, which
ensures maximum dissemination and a wider impact of our publications. After this work
has been published by InTech, authors have the right to republish it, in whole or part, in
any publication of which they are the author, and to make other personal use of the
work. Any republication, referencing or personal use of the work must explicitly identify

the original source.

As for readers, this license allows users to download, copy and build upon published
chapters even for commercial purposes, as long as the author and publisher are properly
credited, which ensures maximum dissemination and a wider impact of our publications.

Notice
Statements and opinions expressed in the chapters are these of the individual contributors
and not necessarily those of the editors or publisher. No responsibility is accepted for the
accuracy of information contained in the published chapters. The publisher assumes no
responsibility for any damage or injury to persons or property arising out of the use of any
materials, instructions, methods or ideas contained in the book.

Publishing Process Manager Romina Skomersic
Technical Editor Teodora Smiljanic
Cover Designer InTech Design Team

First published April, 2012
Printed in Croatia

A free online edition of this book is available at www.intechopen.com
Additional hard copies can be obtained from


Advances in Customer Relationship Management, Edited by Daniel Catalán-Matamoros
p. cm.
ISBN 978-953-51-0516-9

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Contents

Preface VII
Chapter 1 An Overview to
Customer Relationship Management 1
Daniel Catalán-Matamoros
Chapter 2 Customer Relationship
Management and Business Intelligence 13
Aida Habul and Amila Pilav-Velić
Chapter 3 Investigating Customers’ Perceptions
Towards Text Messaging Services as a CRM Medium 31
Nichaya Suntornpithug and Pasu Suntornpithug
Chapter 4 Customer Relationship Marketing:
Customer-Centric Processes for Engendering Customer-
Firm Bonds and Optimizing Long-Term Customer Value 47
Namita Bhatnagar
Chapter 5 Business Intelligence Through
Personalised Location-Aware Service Delivery 57
Tanko Ishaya
Chapter 6 Development of a Service Framework for Library Users
from Customer Relationship Management Perspective 79
Shiow-Luan Wang
Chapter 7 Dual Approach to the Modelling Single Product
Demand Curves in the Next Best Offer CRM Problem 101
Džulijana Popović

Chapter 8 Business Intelligence in
Telecoms Industry: A Service Oriented Approach 125
Tanko Ishaya and Musiliudeen Folarin


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Preface
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Advances in Customer Relationship Management

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/%&")$.#03$:>')3%'-%7$6-+03"/%'460) %/'9/ '=3 '5.6'-$23)'&.0%'"77$)$.#"&'03"/%').'
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DEESG;'
6. Conclusions
Q3%' 7")"' -"$#)"$#$#2' "#7' %@43"#2$#2' :/.4%00%0' #%%7' ).' ?%' 06::./)%7' ?5' "' (I,' 050)%->'
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:"/)#%/03$:;'

An Overview to Customer Relationship Management

11
(.6#)/$%0'$#4/%"0$#2&5'& 1'")')3%'4 6#$4"?&%'7$0%"0%0'$#8%#)./5'"0'"#'%99%4)$8%>'%99$4$%#)'
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7. References
R&"))?%/2>' I;(;' C' !%$23).#>' k;' AFSSHG;' ,"#"2$#2' ,"/1%)$#2' ?5' )3%' (60) %/' lJ6$)5'
(/$)%/$.#>'Harvard Business Review>'V[>'AN6260)'FSSHG>'::;'FPH+[[;'
R6))&%>'T;'ADEESG;'Customer Relationship Management>'R6/&$#2).#>',N\'l&0%8$%/;'
(.&)-"#>' Q;I;' ADEEHG;' W3%/%' N/%' )3%' R%#%9$)0' $#' (I,' Q%43#.&.25' L#8%0)-%#)j>'
`/.4%%7$#20'.9'PS)3'N##6"&'<"="$$'L#)%/#")$.#"&'(.#9%/%#4%'.#'f50)%-'f4$%#4%'
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!.#"&70.#>' R;' C' hY' Q &%>' Q;' ADEEDG;' Strategic Marketing Relationship>' (3$43%0)%/\' k.3#'
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U.#7.#>'<5:%/-"/1%);''

Advances in Customer Relationship Management

12
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2

Customer Relationship Management and
Business Intelligence
!"#$%&$'()%$*#%!+")$%,")$ /0)"þ%
University of Sarajevo,
Bosnia and Herzegovina
1. Introduction
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Advances in Customer Relationship Management

14
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Customer Relationship Management and Business Intelligence

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