Data mining approach and application in CRM project for internet-focused banking

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1、DataminingapproachandapplicationinCRMprojectforinternet-focusedbankingLIYaningLIKaiGAOFeiDept.ofEconomicsDept.ofEconomicsDept.ofEconomicsSchoolofBusinessAdministrationSchoolofBusinessAdministrationSchoolofBusinessAdministrationNortheasternUniversityNortheasternUniversityNortheasternUniversit

2、yShenyang,LiaoningP.R..ChinaShenyang,LiaoningP.R..ChinaShenyang,LiaoningP.R..ChinaE-mail:ynli@mail.neu.edu.cnE-mail:kli@mail.neu.edu.cnAbstract—Financialinstitutions,esp.retailbanking,havegivenunderstandingsuchdeeperneedsarefirmsabletooffertrueevidencefortheexistenceofaprioritypatternofCRMsy

3、steminvaluetothecustomer.AsGodin(1999)suggestsinthesubtitleourstudy.Itisconcludedthathowtomanagetherelationshipofofhisbookonbuildingcustomerrelationships,firmsneedtocostumersandcorporationsisthecoreincommercialbanks.The“turnstrangersintofriendsandfriendsintocustomers”bypaperistoexploreCRMofb

4、ankstofindoutifgeneralpatternslearningmoreaboutthemandthenusingthedetailedareapplicable.Assuch,thestudyshowsthecomparisonofCRMinformationgainedtogivethemwhattheyneed.Tofullyperformancewithdifferentadoptionofinternet-banktechnologycomprehendcustomer’sbehaviorrequiresviewingacustomerandmethodo

5、logy.Thediscussionaimsatprovidingdataminingasahumanbeingfirstandacustomersecond.KotlerandapproachandprocessbasedforbankCRManalysis.DataArmstrong(2001)maintainthat“themostbasicconceptminingapplicationmodelgivenininternet-bankorATMsystemunderlyingmarketingisthatofhumanneeds.”Schneiderandcanbet

6、hegeneralgoaloftheCRMprojectfromabusinesspointBowen(2003)suggestthatfailingtomeetbasicneedsforandatechnicalpointofviewandfurtheraddbenefittobanks’securityandjusticeleadstocustomerdissatisfactionoroutrage,CRM).whileexceedingtheneedforself-esteemleadstocustomerKeywords-CRM;internet-bank;DataMi

7、ningdelight.Yu(2001)regardsrelationshipanalysisasatoolforanalyzingandmanagingacompany’snetworkofrelationships.ThisresearchadvancescompaniestoallocateresourcesI.INTRODUCTIONefficientlyandeffectivelytodifferentkindsofrelationships.Itisessentialtoente