1Associate Professor and Head of Department, Department of Computer Science, Alluri Institute of Management Sciences, Warangal, Andhra Pradesh-506001, India
2Principal, Government College of Engineering, Salem, Tamil Nadu, India
* Email id: phdvvnk@gmail.com
** Email id: drwahidabanu@gmail.com
Consumer relationship management (CRM) identifies the need of maintaining good relations with the consumers in order to increase the profitability of an enterprise. Consumer satisfaction and loyalty is important to retain the consumers. To study consumer satisfaction, initially, consumers were segmented using k-means algorithm. The efficiency of k-means algorithm was improved using scapegoat trees and max heaps. Apriori algorithm was used to find out new buying and selling opportunities. MUSA (multi-criteria satisfaction analysis) method was employed in order to study the effect of consumer satisfaction on the enterprise and it was integrated with rough set theory. Rough set theory was implemented to know the influence of personnel, product, place and physical appearance (4Ps) on customer satisfaction, and finally, using fuzzy logic, customer loyalty was determined. To identify which among the two popular software platforms - J2EE or. NET - was useful in building our customised CRM software, a comparative study on J2EE and. NET was conducted, and based on the users’ opinion, J2EE was identified as the more preferred platform.
CRM, Business intelligence, Data mining, Rough set theory, k-means clustering, Apriori, Customer satisfaction, Customer loyalty, Fuzzy set approach
