Identification and Ranking the Effective Factors on CRM Performance by Using of BSC and Fuzzy AHP

Mohammad Reza Taghizadeh, Neda Rajabani

Abstract


Recently, several leading companies have taken advantage of the power of CRM to expand their markets sharply. These companies established CRM systems to maintain and further create loyal customers. The purpose of this paper is applying a new method to ranking the effective factors on CRM performance. Proposed approach is based on Fuzzy AHP and BSC methods. Balanced Scored Card is used to identify effective factors on CRM performance after that Fuzzy AHP method is used to determining the weights of the criteria by decision makers According to result, problems management (C9) is selected as the most important factor that effect on CRM performance.


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