(Ngai 2008) Application of data mining techniques in customer relationship management-A literature review and classification(important)文档.pdfVIP

ARTICLE IN PRESS Expert Systems with Applications xxx (2008) xxx–xxx Contents lists available at ScienceDirect Expert Systems with Applications journal homepag e: /locate/eswa Review Application of data mining techniques in customer relationship management: A literature review and classification E.W.T. Ngai a,*, Li Xiu b, D.C.K. Chau a a Department of Management and Marketing, The Hong Kong Polytechnic University, Hong Kong, PR China b Department of Automation, Tsinghua University, Beijing, PR China a r t i c l e i n f o a b s t r a c t Article history: Despite the importance of data mining techniques to customer relationship management (CRM), there is Available online xxxx a lack of a comprehensive literature review and a classification scheme for it. This is the first identifiable academic literature review of the application of data mining techniques to CRM. It provides an academic Keywords: database of literature between the period of 2000–2006 covering 24 journals and proposes a classifica- Data mining tion scheme to classify the articles. Nine hundred articles were identified and reviewed for their direct Customer relationship management relevance to applying data mining techniques to CRM. Eighty-seven articles were subsequently selected, Literature review reviewed and classified. Each of the 87 selected papers was categorized on four CRM dimensions (C