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An Adaptive Nature Based Algorithms to Determine The Relevant Factor on Customer Relationship Problem

The change of business environments leads to highly competitive in each industry such as hotel business. The business process needs to be adapted in order to obtain the quick response towards their customer. The customer relationship management is one of the most important processes to be changed. The resource allocation in the business should be considered. The channel to contact customers such as social network needs the various resources and driving factors. The management level may need decision support system which can help to determine the relevant factors and resources from the large data dataset. Therefore, the data mining technique should be incorporated. Grey Wolf Algorithm which is Nature Based Algorithm is proposed to implement on Social CRM data. It will analyze in terms of feature selection to obtain the improved performance on decision making towards driving factors of Social CRM. The data of Social CRM based on hotel business has been collected and analyze using Grey Wolf Algorithm. The results are shown that the Grey Wolf Algorithm provided the accuracy rate at 83.33 per cent for Social CRM data set and it can imply that the algorithm help to determine the relevant factor on the Social CRM in terms of decision making. In addition, there is a comparison result of the Grey Wolf Algorithm among other datasets which is comparable performance on the feature selection and accuracy rate.