Bargaining strategy formulation with CRM for an e-commerce agent

doi:10.1016/j.elerap.2007.02.011

淡江大學機構典藏 > 商管學院 > 資訊管理學系暨研究所 > 期刊論文 > Item 987654321/21114

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题名:	Bargaining strategy formulation with CRM for an e-commerce agent
作者:	Chan, C. C. Henry;鄭啟斌;Cheng, Chi-bin;Hsu, Chih-hsiung
贡献者:	淡江大學資訊管理學系
关键词:	Electronic commerce;Bargaining;Customer relationship marketing;Software agent;Rule-based fuzzy inference system
日期:	2007-02-01
上传时间:	2009-11-30 13:14:21 (UTC+8)
出版者:	Elsevier
摘要:	The growth of electronic commerce has created the need of automated bargaining agents for improving the efficiency of online transactions. From the perspective of customer relationship marketing (CRM), establishing and maintaining the best possible relationship with valuable customers is a good way to survive in the competitive global market. In order to retain valuable customers, high share customers ought to be treated differently from the low share customers in the bargaining process. In our research, we formulate strategies for a bargaining agent based on the CRM principle. Bargaining tactics are expressed as fuzzy rules that mimic a human bargainer’s knowledge and judgment in making decisions. Actions of the bargaining agent are determined by using approximate reasoning from the set of fuzzy rules. Our bargaining agent and three other bargaining agents found in the literature are employed in an experimental online store. Experimental results indicate that our bargaining agent is more efficient and creates greater customer satisfaction and customer loyalty than do the bargaining agents from the literature.
關聯:	Electronic Commerce Research and Applications 6(4) , pp490-498
DOI:	10.1016/j.elerap.2007.02.011
显示于类别:	[資訊管理學系暨研究所] 期刊論文

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