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Data analytics and the P2P cloud: an integrated model for strategy formulation based on customer behaviour

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Abstract

For companies to gain competitive advantage, an effective customer relationship management (CRM) approach is necessary. Based on customer purchase behaviour and ordering patterns, companies can be classified into different categories in terms of providing customised sales and promotions for customers. However, companies that lack an effective CRM strategy can only offer the same sales and marketing strategies to all customers. Furthermore, the traditional approach to managing customers is control via a centralised method, in which the information regarding customer segmentation is not shared among the customer network. Consequently, valuable customers may be neglected, resulting in the loss of customer loyalty and sales orders, and the weakening of trust in the customer–company relationship. This paper designs an integrated data analytic model (IDAM) in a peer-to-peer cloud, integrating RFM-based k-means clustering algorithm, analytical hierarchy processing and fuzzy logic to divide customers into different segments and hence formulate a customised sales strategy. A pilot study of IDAM is conducted in a trading company specialised in providing advanced manufacturing technology to demonstrate how IDAM can be applied to formulate an effective sales strategy to attract customers. Overall, this study explores the effective deployment of CRM into the peer-to-peer cloud so as to facilitate sales strategy formulation and trust between customers and companies in the network.

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Acknowledgements

The authors would like to thank the Big Data Intelligence Centre of The Hang Seng University of Hong Kong, and the Department of ISE, The Hong Kong Polytechnic University for supporting the research.

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Authors and Affiliations

  1. Department of Supply Chain and Information Management (SCM), The Hang Seng University of Hong Kong, Shatin, N.T., Hong Kong

    H. Y. Lam, C. H. Wu & Valerie Tang

  2. Department of Industrial and Systems Engineering (ISE), The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

    Y. P. Tsang

  3. Big Data Intelligence Centre, School of Decision Sciences, The Hang Seng University of Hong Kong, Shatin, N.T., Hong Kong

    C. H. Wu

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  1. H. Y. Lam
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Correspondence to H. Y. Lam or C. H. Wu.

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This article is part of the Topical Collection: Special Issue on Security of Mobile, Peer-to-peer and Pervasive Services in the Cloud

Guest Editors: B. B. Gupta, Dharma P. Agrawal, Nadia Nedjah, Gregorio Martinez Perez, and Deepak Gupta

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Lam, H.Y., Tsang, Y.P., Wu, C.H. et al. Data analytics and the P2P cloud: an integrated model for strategy formulation based on customer behaviour. Peer-to-Peer Netw. Appl. 14, 2600–2617 (2021). https://doi.org/10.1007/s12083-020-00960-z

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  • DOI: https://doi.org/10.1007/s12083-020-00960-z

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