Bargaining strategy formulation with CRM for an e-commerce agent
學年 95
學期 2
出版（發表）日期 2007-02-01
作品名稱 Bargaining strategy formulation with CRM for an e-commerce agent
作品名稱（其他語言）
著者 Chan, C. C. Henry; 鄭啟斌; Cheng, Chi-bin; Hsu, Chih-hsiung
單位 淡江大學資訊管理學系
出版者 Elsevier
著錄名稱、卷期、頁數 Electronic Commerce Research and Applications 6(4) , pp490-498
摘要 The growth of electronic commerce has created the need of automated bargaining agents for improving the efficiency of online transactions. From the perspective of customer relationship marketing (CRM), establishing and maintaining the best possible relationship with valuable customers is a good way to survive in the competitive global market. In order to retain valuable customers, high share customers ought to be treated differently from the low share customers in the bargaining process. In our research, we formulate strategies for a bargaining agent based on the CRM principle. Bargaining tactics are expressed as fuzzy rules that mimic a human bargainer’s knowledge and judgment in making decisions. Actions of the bargaining agent are determined by using approximate reasoning from the set of fuzzy rules. Our bargaining agent and three other bargaining agents found in the literature are employed in an experimental online store. Experimental results indicate that our bargaining agent is more efficient and creates greater customer satisfaction and customer loyalty than do the bargaining agents from the literature.
關鍵字 Electronic commerce;Bargaining;Customer relationship marketing;Software agent;Rule-based fuzzy inference system
語言 en
ISSN 1567-4223
期刊性質 國內
收錄於
產學合作
通訊作者
審稿制度 否
國別 TWN
公開徵稿
出版型式 ,電子版
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