Improving Strategic Customer Relationship Management with Decision Support Systems: Enhancing Customer Segmentation, Retention, and Satisfaction

This study investigates the integration of Decision Support Systems (DSS) into Customer Relationship Management (CRM), focusing on enhancing customer segmentation, retention, and satisfaction. The research addresses the challenge of effectively managing large volumes of customer data to improve relationship management, which many businesses struggle with. The study's objectives include exploring how DSS can optimize CRM strategies and identifying key factors that influence successful integration. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Diffusion of Innovations Theory, the research employed a systematic literature review to analyze recent studies on DSS and CRM. Key findings reveal that DSS significantly improves customer management by enabling precise segmentation, proactive retention strategies, and real-time satisfaction monitoring. The implications emphasize the importance of data quality, seamless integration, and continuous employee training. The study recommends that businesses adopt a holistic approach to DSS integration, balancing quantitative and qualitative data. Future research should explore long-term impacts and ethical considerations in DSS-driven CRM.