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Data mining practice in SMEs: a customer relationship management perspective


Ghaderi, H and Fei, J, Data mining practice in SMEs: a customer relationship management perspective, Proceedings of the 11th Australian and New Zealand Academy of Management (ANZAM) Operations, Supply Chain and Services Management Symposium, 4-6 December 2013, Hobart, Tasmania, pp. 1-12. (2013) [Refereed Conference Paper]

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Copyright 2013 ANZAM

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Data mining is a relatively new practice for small and medium sized enterprises (SMEs). This study investigates the level of data mining practice being employed by small firms and their motives and interest by implementing data mining. Qualitative questionnaire was designed and distributed to 192 SMEs of which 75 usable responses were received representing 39 per cent of response rate. The findings show that the implementation of data mining is very shallow and varies with firmís size and the nature of the business. Participants express interest in gaining the knowledge and practical techniques of data mining. This study shows that the motives of SMEs in implementing data mining are very much customer-oriented.

Item Details

Item Type:Refereed Conference Paper
Keywords:SMEs, small firms, CRM, data mining
Research Division:Commerce, Management, Tourism and Services
Research Group:Strategy, management and organisational behaviour
Research Field:Small business organisation and management
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Ghaderi, H (Mr Hadi Ghaderi)
UTAS Author:Fei, J (Associate Professor Jiangang Fei)
ID Code:87565
Year Published:2013
Deposited By:NC Maritime Engineering and Hydrodynamics
Deposited On:2013-11-22
Last Modified:2018-03-08
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