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Improving Customer Relationship Management Through Business Intelligence

Author

Listed:
  • Meliha Handzic

    (International Burch University, Sarajevo, Bosnia and Herzegovina;
    Suleyman Sah University, Istanbul, Turkey)

  • Kursad Ozlen

    (Ishik University, Erbil, Iraq)

  • Nermina Durmic

    (International Burch University, Sarajevo, Bosnia and Herzegovina)

Abstract

This paper examines empirically the role of business intelligence (BI) in customer relationship management (CRM). Drawing on relevant literature on BI and CRM, the research model for the current investigation proposes that BI approaches of an organisation and its competition influence organisational business strategy which in turn impacts its customer strategy. The model is tested empirically using survey data of 165 respondents from 73 different private and state owned businesses operating in a transitional economy of East Europe. Empirical evidence confirms a key role of BI in CRM through its impact on organisational business and customer strategies development. Such findings make two important contributions. For research, they provide an improved understanding of the factors and processes involved in realising benefits from BI. For practice, they show managers how BI can be leveraged to achieve performance gains through competitive actions. Further research is recommended to confirm and extend the current investigation.

Suggested Citation

  • Meliha Handzic & Kursad Ozlen & Nermina Durmic, 2014. "Improving Customer Relationship Management Through Business Intelligence," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 13(02), pages 1-9.
    • Handle: RePEc:wsi:jikmxx:v:13:y:2014:i:02:n:s0219649214500154
    DOI: 10.1142/S0219649214500154
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    Cited by:

    1. Amir Hooshang Nazarpouri & Reza Sepahvand & Razieh Feli, 2019. "The Effect Of Organisational And Technological Readiness On Organisational Intelligence And Performance Of Customer Relationship Management Through Knowledge Management Process In Knowledge-Based And ," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(04), pages 1-28, December.

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