Using fuzzy models to migrate from customer relationship management (CRM) to customer experience management (CEM)

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Dr. Anna Maria Gil-Lafuente; Carolina Luis-Bassa;
  • Journal: Far East Journal of Psychology and Business,volume 2 No 3 Paper 1 March,issue 1 March,pages1-22
  • Subject: Customer Relationship Management, CRM, Customer Experience Management, CEM, Fuzzy Models
    • jel: jel:M1

Relationship Marketing has made rapid progress during the last ten years. Since the development of the customer-centric model, reinforced by the emergence of CRM (Customer Relationship Management) strategies, companies have focused on finding models and tools that allow... View more
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