A Mixed Marketing Strategy using an Information System to Build Customer Relationships in the Logistics Sector
- DOI
- 10.2991/icoi-19.2019.50How to use a DOI?
- Keywords
- customer value, marketing mix, service differentiation, strong customer relationship
- Abstract
Abstract—It is essential for a firm to build a good and strong relationship with their customers. Information and Communication Technology, with its digital transformation, plays a big role in connecting a firm with its customers. A good and strong customer relationship can be initiated by the exchange of information and providing them with better, faster and competitive prices. The firm could become a partner to the discussion in order to solve the customer’s problems and to provide solutions for every bottleneck problem. Marketing mixed strategies, when applied by a firm, build a strong customer relationship using management information systems that help them to serve better, faster and with an excellent delivery schedule, reducing the cost of transportation and logistics, hence both the firm and customer will benefit. The purpose of this paper is to present “Smart LogiS” (Smart Logistic Solution), an application developed to satisfy the customer need for logistic solutions using information technology in order to build a strong relationship between the firm and its customers.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Andri Albert Hakim AU - Sukaria Sinulingga AU - Endang S. Rini PY - 2019/10 DA - 2019/10 TI - A Mixed Marketing Strategy using an Information System to Build Customer Relationships in the Logistics Sector BT - Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019) PB - Atlantis Press SP - 294 EP - 299 SN - 2352-5428 UR - https://doi.org/10.2991/icoi-19.2019.50 DO - 10.2991/icoi-19.2019.50 ID - Hakim2019/10 ER -