Utilize Internet of Things (IOTs) on Customer Relationship Marketing (CRM): An Empirical Study

Abstract

With the rapid development of the Internet and various technological tools, the Internet of Things (IOTs) has become a necessity, a need, also, at the same time an important tool that can be relied upon in all aspects of development. Issues related to data as one of the most important factors contributing to research and development are among the most important factors affected by the rapid development of technology, especially the Internet of Things (IOTs). This study aimed to demonstrate the role played by the Internet of Things (IOTs) in market studies on malls customers through the role of the Internet of Things (IOTs) in collecting, exchanging, analyzing and segmentation of data, in addition to the role of the Internet of Things (IOTs) in consumer communications. The study followed the deductive approach based on a sample of (n=300) individuals working in the field of research and development in malls, where a number of distributed statements were put forward that measure a number of factors, some of which are related to collecting data on consumers and some of which are related to exchanging and analyzing this data and dividing it into categories according to specific criteria’s. Also, data related to communication with customers has been taken in consideration. The study concluded that the Internet of Things (IOTs) has a significant role in the process of exchanging, analyzing and data segmentation, in addition to the significant role in communications with customers. The study showed that the Internet of Things did not significantly affect the data collection process, and the Internet of Things (IOTs) played the most prominent role in customer communications and customer communication with each other.