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Marketing Intelligent Systems Using Soft Computing pp 227–254Cite as

An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management

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Part of the book series: Studies in Fuzziness and Soft Computing ((STUDFUZZ,volume 258))

Abstract

Since the early 1990s, integrated marketing communication (IMC) has become the accepted practice in the marketing field. An increasing number of researchers consider the marketing communication strategies of IMC as offering key competitive advantages associated with customer relationship management. This paper develops an evaluating model for selecting strategies of IMC to solidify relationships with existing customers based on the quality function deployment (QFD) approach incorporating with the fuzzy analytic hierarchy process (FAHP) method. IMC is a concept by which a company systematically coordinates its multiple messages and different communication channels and integrates them into a cohesive and consistent marketing communications mix. Furthermore, fostering long-term customer relationships constitutes an essential part of IMC from a strategic perspective. The QFD approach is not only able to incorporate the voice of customer (VOC) into the marketing communication strategies of a company but also provides a systematic planning tool for incorporating information of elements to make appropriate decisions effectively and efficiently. In addition, the FAHP method can reduce imprecision and improve judgment when determining the relative importance of marketing decisions for customer relationship benefits. The proposed model has proven useful in evaluating value for the department store by presenting the results of an empirical study. Managers could apply this model to re-examine their own strategies of IMC and ensure that their strategies can satisfy or maintain the voice of customer for the purpose of relationship benefits in order to continually facilitate the evolution of marketing communication activities.

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Authors and Affiliations

  1. Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, 2 Jhuoyue Road, Nanzih District, Kaohsiung City, 811, Taiwan

    Tsuen-Ho Hsu

  2. Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology,  

    Yen-Ting Helena Chiu

  3. Graduate School of Management, National Kaohsiung, First University of Science and Technology,  

    Jia-Wei Tang

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  1. Tsuen-Ho Hsu
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  2. Yen-Ting Helena Chiu
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  3. Jia-Wei Tang
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Editors and Affiliations

  1. University of Granada, Spain

    Jorge Casillas  & Francisco J. Martínez-López  & 

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Hsu, TH., Chiu, YT.H., Tang, JW. (2010). An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management. In: Casillas, J., Martínez-López, F.J. (eds) Marketing Intelligent Systems Using Soft Computing. Studies in Fuzziness and Soft Computing, vol 258. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-15606-9_16

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  • DOI: https://doi.org/10.1007/978-3-642-15606-9_16

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