A literature review on marketing information systems for managing customer value of hypermarket business in geographical marketplace
Date
2010-11-12Author
Abdul Manaf, Bohari
Ruslan, Rainis, Prof. Dr.
Marimuthu, Malliga, Dr.
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Show full item recordAbstract
Managing customer lifetime value in the geographical marketplace is one of the strategic
needs and requirement for successfully of sustaining the business performance especially for
large scale of business, includes hypermarket business. Specifically, capturing and managing
the data of customer lifetime value of hypermarket are vital important for determine the most
valuable customer’s to the hypermarket. Either in the global meltdown or even in stabilizes
economy environments, managing lifetime value of customer can be done, regularly
by utilizing marketing information system or MKIS. The adoption and or adaptation of
MKIS is various part of departments is purposely for managing the customers data such as
demographic data, purchasing record, sales and performance record, and so on. However,
MKIS is not perfect enough for handling dynamics types of data regarding customers in
the marketplace. To the best of knowledge, not surprisingly, MKIS have disadvantages of
counting important variables of customer behaviour such as recency, frequency and monetary
value of every single customer in the real marketplace. Most importantly, customers is a
location problem and differs from one to another space, thus, MKIS is unable to handle such
kind of problems. Thus, this paper is purposely for review’s MKIS methods and application
issues, theoretically and practically, that would be affecting the future prospect of MKIS.
Moreover, understanding MKIS issues on customer lifetime value is practically important
to the Marketing Manager to educating them on understand the capabilities and constrains
of MKIS methods. At the end, suggestion was made on how to improvise some aspects of
MKIS for achieve better performance rather than before.
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