Developed model of management of successful customer relationship in the context of business intelligence

Abstract

Background/Objectives: The aim of this research work is to demonstrate that the business intelligence based tools are capable to enhance the CRM successful implementation. Methods/Statistical Analysis: To gather preliminary data the authors used questionnaire. The first questionnaire evaluates variables influencing the successful implementation of CRM using business intelligence. The second questionnaire also examines various aspects of customer orientation as the output deals with the use of Customer Relationship Management. To test the conceptual model and hypotheses, the PLS technique is deployed. It is a component-based estimation approach that differs from the covariance-based structural equation modeling. Findings: Hypothesis test showed that the test statistics in all three main hypotheses and other underlying assumptions is greater than the critical value of t at the level of 5% (1/96), i.e., the observed correlation between model relationship is significant. As a result, all three information technology, knowledge management and organizational fields based on business intelligence, have a direct and positive impact on successful Customer Relationship Management implementation. For the future works it's recommended to develop the presented conceptual model of this work in a more complex organization in terms of uncertaintiy and using fuzzy data. Application/Improvement: According to the results, data integration to CRM success is of special importance, therefore managers should deploy required standards for integrating existing data and processes in the organization.