نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی ، واحد عجب شیر، دانشگاه آزاد اسلامی، عجب شیر، ایران
2 استادیارگروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد عجب شیر، عحب شیر، ایران
3 ستادیار گروه مدیریت ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
4 استادیار گروه مدیریت ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
The use of artificial intelligence in customer relationship management as the core of marketing activities has been considered by today's businesses. The researchers first extracted the concepts by reviewing the studies and previous researches, but due to the non-relevance of some of the extracted factors to the current situation of Iranian banks, they were used by experts using the interview method and Delphi. The research method is a mixture of qualitative and quantitative and is considered developmental and applied in terms of purpose. The components were first identified through interviews with 21 experts. Then a model was developed that includes 197 indicators and 21 concepts of customer relationship management based on big data. In three stages, in order to approve the initial model, experts and managers of the western banks iran (West Azerbaijan, Kurdistan, Kermanshah and Hamadan provinces) were consulted, and finally the model was approved. Based on the obtained results, banks with data and big data algorithms have used fifteen strategies in three stages of relationship start, relationship maintenance and relationship end, and consequences such as revenue increase, cost reduction, personal and dynamic pricing, advertising targeting. , Improved profitability, development of new products and services, allocation of smart resources and assisting managers in decision making. Also, management issues and challenges and ethical issues and privacy affect these consequences.
کلیدواژه‌ها [English]
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