2012 Fiscal Year Final Research Report
The Study on CRM Approaches Accounting for Dynamic Change of CustomerBehavior
| Project/Area Number |
22530463
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Meiji University |
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Principal Investigator |
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| Project Period (FY) |
2010 – 2012
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| Keywords | マーケティング / 消費者行動 / 社会的相互作用 / エージェントベース・モデル |
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| Research Abstract |
How to deal with the dynamic change of customer behavior is an important issue for CRM (Customer Relationship Management). Hence, firstly, this research project proposed a variety of agent-based models that account for WOM affecting customer behavior. The CRM utilizing social interaction among customers is called social CRM. Secondly, focusing on the possibilities that the dynamic change of customer behavior is caused by variety-seeking behavior of customer, this project analyzed so-called Long Tail phenomenon in sight of customer behavior. Thirdly, by seeing the dynamic change of customer behavior as a voluntary/active act, the project investigated how Consumer-Generated Advertising works. These all results were presented in academic conferences and in part published in refereed journals and readings edited by leading researchers in each research area.
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