Unjverslti Teknologi MARA. Prototype Of Web - Based Journal Publication Systems For Institute Of Research, Development Commercialization (IRDC)

Transcription

1 31 Goo Unjverslti Teknologi MARA Prototype Of Web - Based Journal Publication Systems For Institute Of Research, Development Commercialization (IRDC) Shanniza binti A. Hamid Thesis submitted in fulfillment of the requirement for Bachelor of Science (Hons) Information Technology Faculty of Information Technology And Quantitative Science November 2005

2 DECLARATION Herein is being admitted that this report together with all the words, facts and relevant printed material of fully under my own; except several fact findings that each of their source have been clarified. NOVEMBER 2005 SHANNIZA BINT! A. HAMID

3 ACKNOWLEDGEMENT In The Name of Allah, Most Gracious, Most Merciful. First and foremost, my heartfelt gratitude and appreciation goes to my helping supervisor, Senior Lecturer at Faculty of Information Technology and Quantitative Sciences and Course Tutor of BSc (Hons) Information Technology, Puan Salwani bt Jaafar. Her guidance, encouragement support and precious ideas helped me throughout the completion of this thesis. She has been very helpful and supportive in ensuring my project to be success. Special thanks to Puan Zaidah bt Ibrahim as a Project Coordinator for her assistance and moral support. Her help will always be remembered. This thesis was made possible by the effort of many people who provided invaluable information, reference material and collaborative support. A million of thanks for staff from Institute of Research, Development and Commercialization (IRDC) who had give me a very good cooperation and details information especially to Prof. Dr Rosmimah bt Mohd. Roslin and Encik Kusyairi b Hashim. Last but not least, a personal thanks to my family, especially my parents and friends for everything they have done for me. Thank you very much.

4 ABSTRACT This study discusses about prototype of web-based system for Institute of Research, Development and Commercialization (IRDC). It allows IRDC journal and articles publication goes on-line. It offers easy access within the Internet. The publication system is to publish and act as reference for others to view IRDC articles collection. It also consists of integrated database and web page interface; written using HyperText Markup Language (HTML) and Active Server Page (ASP). The system provides efficient way to gather information and data from customers. IV

5 TABLE OF CONTENT Title Page Declaration Acknowledgement Abstract Table of Content List of Tables List of Abbreviation List of Figures i ii ill iv v xi xii xiii CHAPTER INTRODUCTION 1.1 Background Background of CRM Background of IRDC Problem Statement Objective Scope Significance of Research 6 CHAPTER LITERATURE REVIEW 2.1 Definition of Customer Definition of Relationship 7 VI

6 2.3 Definition of Customer Relationship Management Characteristics of Customer Relationship Management A Conceptual Model of CRM Development Stages Benefits of CRM Tangible Benefits Intangible Benefits Problems of CRM Summary 20 CHAPTER RESEARCH APPROACH AND METHODOLOGY 3.1 Source of Data Collection Primary Source Data Secondary Source Data Development Method of the System Planning Phases Research Phases System Analysis Phases Design Phases Construction Phases Implementation Phases Maintenance Phases Adoption Phases Project Framework 32

7 CHAPTER SYSTEM DESCRIPTION 4.1 Results and Discussion Findings from Interviewing Analysis from Interviewing Findings from Questionnaires Analysis from Questionnaires System Description Data Flow Diagram Context Diagram Front-end System Diagram Back-end System Diagram Flow Chart Diagram User Page Design Users Main page design Login page design Alternative Search Menu page design My Search List page design Categories page design Search Menu page design Event and Bulletin Databases Table Descriptions Table user profile 68

8 IX Table user account Table article Table faculty Table category Table user basket Table admin 70 CHAPTER CONCLUSIONS Introduction Conclusion System Advantages Environment Control Database Functions System Weaknesses System Intruder Direct Link to IRDC Fault Data Insertion by User Recommendation REFERENCES 76

9 APPENDICES 80 APPENDIX A (I) 80 APPENDIX A (il) 81 APPENDIX B (i) 88 APPENDIX B (II) 89 APPENDIX B (III) 90 APPENDIX B (iv) 91 APPENDIX B (v) 92 APPENDIX B (vi) 93 APPENDIX C (1) 94 APPENDIX C (ii) 95 APPENDIX C (Hi) 96 APPENDIX D (1) 97 APPENDIX D (ii) 98 APPENDIX D (ill) 99 APPENDIX D (iv) 100 APPENDIX D(v) 101 APPENDIX D (vi) 102

10 LIST OF TABLES Table 4.1 Table 4.2 Table 4.3 Table 4.4 Table 4.5 Table 4.6 Table 4.7 Table 4.8 Table 4.9 Table 4.10 Interview Analysis Interview Analysis (continue) Questionnaire Analysis Questionnaire Analysis (continue) Questionnaire Analysis (continue) Database table descriptions User profile table descriptions User account table descriptions Article table descriptions Faculty table descriptions Category table descriptions User basket table descriptions Admin table descriptions

11 XII LIST OF ABBREVIATION ASP B2B B2C CRM ERM HTML IRDC IT PRM SFA UITM Active Server Page Business - to - Business Business - to - Consumer Customer Relationship Management Employee Relationship Management HyperText Markup Language Institute of Research, Development and Commercialization Information Technology Partner Relationship Management Salesforce Automation Universiti Teknologi MARA

12 LIST OF FIGURES Figure 2.1 CRM Implementation Model Figure 2.2 Stages of CRM Development Figure 2.3 The Initial Model Of CRM Implementation Dynamics Figure 3.1 Stages of research process Figure 3.2 The diagram of CRM development life-cycle Model Figure 3.3 A framework model regarding the Customer Relationship Model Figure 4.1 Context Diagram Figure 4.3 Flow Chart Diagram (Admin Site) Figure 4.4 Flow Chart Diagram (User Site) Figure 4.5 User's main page design Figure 4.6 Login page design Figure 4.7 Alternative search menu page design Figure 4.8 Search list page design Figure 4.9 Categories page design Figure 4.10 Search Menu page design

13 APPROVAL Name of candidate : Shanniza binti A. Hamid Title of thesis : Prototype Of Web - Based Journal Publication Systems for Institute Of Research, Development Commercialization (IRDC) Of Universiti Teknologi MARA (UiTM). Approved by ( Pn. Salwani bt Jaafar) Supervisor ( Pn. Rogayah bt Abdul Majid ) Examiner

14 CHAPTER 1 INTRODUCTION This chapter discusses the background, scope, objectives and problem statement for prototype of web - based journal publication systems for Institute of Research, Development Commercialization (IRDC) of Universiti Teknologi MARA (UiTM). 1.1 Background Background of Customer Relationship Management (CRM) How well a company maintains its relationship with its customers may well determine its success. Knowing its customers and focusing on their needs enables business to better deploy resources towards an effective outcome for everyone. In the early to mid-1990s, e-commerce entered the scene offering customers more control over their purchasing choices scarifying personalized service. The adoption of a customeroriented strategy is referred to as Customer Relationship Management (CRM) is increasingly found at the top of the corporate agendas. Gartner Group, a premier research and consulting firm attempt to define CRM as a management disciplines that requires businesses to recognize and nurture their relationship with customers. With CRM, customers' needs and preference are available to anyone in the business working at the

15 customer interface. Customers are treated consistently regardless of channel creating one - to- one relationship. A business, for instance, may want its CRM system to include any, or all of the following functions of CRM: Contact and opportunity management Sales force automation Sales configuration Field service and dispatch Marketing campaign and management Call centre management The strategic planning process needs to adapt to the challenges of this new marketing channel, in which the customer is no more a target, but a partner. Companies are increasingly embracing CRM as a major element of corporate strategy, for two important reasons; new technologies now enable companies to target chosen market segments, micro - segments or individual customers more precisely; and new marketing thinking has recognized the limitations of traditional marketing and the potential of more customer-focused and process - oriented perspectives Background of Company (IRDC) The Institute of Research, Development and Commercialization (IRDC) fonnerly known as Bureau of Research and Consultancy coordinates all research, development and commercialization activities at the Universiti Teknologi MARA (UiTM). IRDC supports the university's academic community through servicing their IRDC research, consultancy.

16 intellectual property protection and commercialization. Currently, the Institute is divided into six divisions: Science and Technology - to promote and encourage new invention of science and technology Social Science and Management - managing lab of research Consultancy Services - give service on research consultancies INFOREC Intellectual Property - manage the intellectual properties of UiTM's inventions, articles and products Commercialization - concern on conducting marketing and selling strategies on UiTM's inventions, articles and products to public. The institute also provides services to protect and facilitate the commercialization of the university's intellectual property. Having a vision to be a world-class centre of excellence for research, development, consultancy, protection and commercialization of intellectual property IRDC has agreed on its objectives of: To develop a research culture in Universiti Teknologi Mara To manage, administer and coordinate research To conduct and coordinate consultancy projects To facilitate the exploration of new area and identify 'niche' areas

17 To foster individual and academic linkages To disseminate information on research, consultancy and commercialization To ensure continuous quality services through state-of-the art technology To provide intellectual property protection through patents, industrial designs, trademarks and copyrights To commercialize Universiti Teknologi Mara's Intellectual Property through licensing, joint venture, equity participation, consultation and outright sales 1.2 Problem Statement Recently there might be some organizations or companies that are not applying the CRM concepts in their daily business process thus they do not know how to build relationship with the targeted customers. Some of well established organization has the effort to adopt the CRM concept and tools. Therefore it is important for the organization must no how to build relationship with their target customers. To implement a CRM system which does not meet the organization's goals or simply can not be accepted by the users is a disaster to a company. In addition of that the company should clearly define their goals and objectives. The Institute of Research, Development and Commercialization (IRDC) system can be assumed as semi-functional. This is because the current system is not fully integrated to each other. Previously, IRDC does not provide personal search account for their users. Therefore users among same group could not update the data in the time needed. As the

18 result there are complaining on dissatisfaction and data lost. This will give threat to IRDC marketing management system. More over, current journal publication promotion approaches is standing alone. These strategies are not efficient to get customer attention because information about IRDC products is limited. Therefore, IRDC hope there is a system that can provide more function and security and manage well IRDC business operations effectively will be developed. 1.3 Objective The main objectives of this research are: To identify the awareness of CRM in Information Research and Development Centre (IRDC) on marketing area. To design a suitable prototype of web - base journal publication systems that will function as advertising and searching base and focus on the marketing approaches using adoption of CRM concepts. 1.4 Scope Users of this system project study will be the lecturers, masters' student or UiTM staff itself which want to view UiTM articles collection as a reference and will be managed by IRDC staff and system administrator. The system will focus on a web page design by adopting and implementing the CRM concepts. This system is specially design for sub task of journals and articles publication and advertising. System administrator can keep customers data systematically and more secure.

19 Furthemnore, they can keep track on users that have potential to maintain with IRDC. Resources for the system can be gained through the Internet, direct interviews with IRDC staff, gathering infonnation from distributed questionnaires to IRDC targeted users and reviewing related Consumer Relationship Management journals and articles. Interviews are done with IRDC commercialize division to get information's on articles and journal publication and requirement needed. Meanwhile, questionnaires are distribute among 'customers' of IRDC; UiTM staff, master's students and lecturers. 1.5 Significance of Research The study will evaluate implementation stages or level of Customer Relationship Management for Institute of Research, Development and Commercialization (IRDC) and the compatibility of the system with the users. The significant of the study is it will provide the suitable prototype of web - base design system that will focus on journal publication. The prototype of web - based journal publication system is designed to implement the Customer Relationship Management (CRM) concepts. The results from the findings obtained on the implementation and adoption of can be use as guidelines and provide useful information for further research and to improve the implementation of the web-based design prototype. The prototype system is accessible everywhere, anytime and hopefully can maintain customers' satisfaction.

20 CHAPTER 2 LITERATURE REVIEW 2.1 Definition of Customers Customer according to the Oxford Advanced Learner Dictionary means a person or organization that buys something from a shop or business. (Oxford Advanced Learner Dictionary, 1995). Nykamp (2001) in her book defines customer as a single individual, a household of individuals, a branch office of a company, a regional, a national or global headquarters of an organization, or the most appropriate definition that suites the business needs of the company. Increasingly, organization are viewing their employees and business partners as the additional 'customer' constituencies, and term such as ERM (Employee Relationship Management) and PRM (Partner Relationship Management) have emerged in many business models. There are many definitions for the customer. When we define 'customer' we are talking about multiple group of customers. 2.2 Definition of Relationship Relationship in the Oxford Advanced Learner's Dictionary means links, contacts or dealing between people, group or countries. It is also mean the way in which certain things, ideas, events or others are connected (Oxford Advanced Learner's Dictionary, 1995). Swift (2000) in his book define relationship is about communication and interface between any two branches in any place or situation.

21 2.3 Definition of Customer Relationship IVIanagement (CRM) Basically, each organization has strategies in searching, finding and maintaining their customers. Therefore, several methods are used in order to compete with other organizations. The distribution of sales letter, brochures, or catalog still being used by people and these methods can be assume as self service because it is not fully satisfied the need of customers. Previously all the business transaction done only focuses on selling product or services. Meanwhile, recently organizations try to get as many customers as they can and maintain the long term relationship with them. Realizing the importance of maintaining a good relationship with customers, many organizations begin to implement a strategic and technology based of marketing relationship with the application of Customer Relationship (CRM). CRM is not only an information systems but a business strategy that needs conceptual changing, maintenances and operating. By implementing CRM strategy, customers itself is known as the valuable asset to the organization is Various department of organization such as sales and marketing and services department are set up to collect customers information will produce dynamic data warehouse for the organization. The context of customer in business - to - business (B2B) Is different from a context of customer in the business - to - consumer (B2C). The B2B organization is a company (producer or reseller) or an institution (not for profit or government body). Meanwhile, the B2C's customer is the end consumer: an individual or household. 8

22 The 'R' in CRM stands for 'relationship'. A relationship is composed of a series of episodes between parties over time. Each episode in turn is composed of a series of interactions. Episodes are time bound (having beginning and an end time) and nameable such as making purchase, enquiring about a product, putting together a quotation, making a sales call, dealing with a complaint or even playing around of golf. The content of each episode is a range of communicative behaviors including speech, deeds (actions), and body language. Each organization has different concept about CRM. Many of them think that it is an easy basic development linking all customer data into focus with the use of hardware and software for business revolution. In actual, CRM technology application relates front office functions and back office functions with organization customers (Chen & Popovich, 2003). The organization relationship includes the Internet, electronic , telemarketing operation, call centre, advertisement, fax, paging and others. CRM does not only use technology application for marketing, selling, and services but also can be implemented among cross-functional, customer-driven, business management strategy processes of the whole of organization. Customer Relationship Management (CRM) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. CRM explores an approach to maximize customers' value through differentiating the management of customer relationships. The company utilizes its understanding of the drivers of current and future customer profitability to appropriately allocate the resources across all areas that affect customer relationships.

23 including communications, customer service, billing and collections, product/service development and pricing strategies. To make a good relationship with customers, most of the organization realize in implementing marketing relationship principle with the strategic Customer Relationship Management (CRM) concepts. CRM is not only an information system but also a business strategy that need change in conceptual, organizational and operational. Actually, CRM implementations are based on customers are most valuable organization asset and organization must know how to manage the relations (Bose, 2002). Each organization has its own opinion on CRM concepts. Many of them think that it is simple composition sophisticated hardware and software that can connect the entire database together forgetting the connectivity of the front and back office functions. According to CIO Research Reports, 2002 statistics, an average of investment on CRM application-are $ 2.2 million dollar but their failure percentages are-over- 65 percent (Chen & Popovich 2003). CRM i ntegrations model c an s een as an integrations of three dimension; human, process, and technology among enterprise-wide customer-driven, technology integrations, cross-functional organization and customer-centric business process as been shown in Figure

24 Customercentric Business Crossfunctional Integration Enterprisewide Strategy Technologydriven Process Figure 2.1: CRM Implementation Model 2.4 Characteristics of Customer Relationship IVIanagement During the implementation of a CRM system, data software is used to distinguish individual customers and groups of customers. Then the integrated customer database is utilized to describe a complete view of the customer integration between the analytical and operational systems. Basically CRM has four characteristics: the first characteristic is salesforce automation. This provides a singular view of each customer which contains all contact information and sales history, available to everyone who has access to the system. This also allows data to be summarized by views such as region, territory, customer and product for target marketing campaigns. Besides, sales force has the 11