IMPROVING LONG-TERM RELATIONSHIPS BETWEEN ORGANIZATIONS AND CUSTOMERS USING MARKETING DATABASES AND SIMULATION MODELS

This article presents the benefits of marketing databases (MDB)and highlights its importance in analyzing and tracking the customers' direct responses using economic and mathematical models. Due to the continuously changing behavior of customers and the uncertain environment, our article will show that to satisfy customers and to obtain performance, the creation of MDB represents an essential step in efficiently communicating and improve marketing efficiency. This study also aims to investigate (using E-views and regression function) if, in this digital economy, there is a relationship between creating MDB and the ability of customers to work with the Internet, to order goods online and also if the organization can implement a marketing software. Finally, our research shows the importance of measuring the value of customers by implementing adequate models of analyzing the loyalty of the customers.