Lam, H.Y.; Ho, G.T.S.; Wu, C.H.; Choy, K.L. - In: Industrial Management & Data Systems 114 (2014) 5, pp. 711-733
Purpose – The purpose of this paper is to propose a customer relationship mining system (CRMS) to analyze the data collected from franchisees and formulates a marketing strategy based on customer demand and behavior. Design/methodology/approach – The system makes use of cloud technology to...