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CRM and Customer Portfolio Management for E-Tailers

Title data

Kundisch, Dennis ; Sackmann, Stefan ; Ruch, Markus:
CRM and Customer Portfolio Management for E-Tailers.
2008
Event: 41st Annual Hawaii International Conference on System Sciences , 07.-10.01.2008 , Waikoloa, USA.
(Conference item: Conference , Paper )

Official URL: Volltext

Abstract in another language

“Don’t put all your eggs in one basket” is common wisdom with respect to financial portfolio theory. The configuration of customer portfolios with regard to appropriate risk and return measures, however, is generally an accidental occurrence based on a number of separated loyalty or acquisition initiatives rather than a deliberate planning process. In this contribution, we propose to use portfolio selection theory to identify the optimal configuration of a customer portfolio. Specifically, we look at two broad customer segments: transaction- and relationship-oriented customers. E-tailers are of special interest, since the target-oriented acquisition and servicing of specific customer seems to be more easily achievable due the new means of communication. A first evaluation based on customer lifetime value is realized with a publicly accessible set of empirical data from the online-retailer CDNow.

Further data

Item Type: Conference item (Paper)
Refereed: Yes
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 13 Mar 2019 07:42
Last Modified: 13 Mar 2019 07:42
URI: https://eref.uni-bayreuth.de/id/eprint/47964