Risk of Misinforming and Message Customization in Customer Related Management

Dimitar Grozdanov Christozov, Stefanka Chukova, Plamen Mateev
Informing Science: The International Journal of an Emerging Transdiscipline  •  Volume 18  •  2015  •  pp. 047-061
This paper discusses applications of the measures of the risk of misinforming and the role of the warranty of misinforming in the context of the informing component of Customer Related Management (CRM) issues. This study consists of two parts. Firstly, we propose an approach for customers’ grouping based on their attitude toward assessing product's properties and their expertise on the terminology/domain of the seller’s message describing the product. Also we discuss what the most appropriate personal/group warranty is for each of these group/clusters. 
measures of the risk of misinforming, warranty of misinforming, customer related management, customer’s purchase attitude, customers expertize
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