Customer value creation through dynamic relationship management

Abstract

It is more profitable to retain customers for a long term than to create new customers. For the retention of customers, first, the organization should identify who are profitable customers and what is customer values. And then, the organization builds an individual customer relationship which is equitable to each other. Since lots of investments to information system is required to implement it, it is not easy to build and manage individual customer relationship. This thesis develops the framework of dynamic customer relationship management and suggests the effective strategy of information technology to support that.