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Title |
Role of Decision Support Systems in Marketing Management |
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Author |
Arshi Naim and Kholood Alqahtani |
| Citation |
Vol. 24 No. 8 pp. 153-158 |
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Abstract |
This paper is an extended paper showing the role of Decision Support Systems (DSS) in other fields of Marketing Management (M.Mgnt). DSS facilitates in decision making many M.Mgnt concepts and Customer Relationship Management (CRM) is one of them and it depends on the firm's tasks for developing and retaining customers while achieving their satisfaction and enhancing the sense of belongingness for their products and services. Profit maximization, the process of customer value, and building strategic values for the firm are the three empirical benefits of CRM that are achieved through analytical, operational, and direction (AOD) capabilities respectively. This research focuses on the application of DSS models of what-if analysis (WIA) for CRM at (AOD) and also shows the dependence on the Information Success model (ISM). Hypothetical data are analyzed for (AOD) by three types of (WIA) to attain CRM and profit maximization and this analytical method can be used by any customer-oriented firm as a general model. |
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Keywords |
CRM, DSS, Analytical, Operational, Directional, What if Analysis |
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