Evaluating of the CRM Readiness Assessment Criteria using a Fuzzy AHP Approach

Nowadays, Customer relationship management (CRM) has received more attention of practitioners and scholars. High failure rate of the CRM projects is reported. Although many studies have conducted in this regard but there are a few studies at the pre-implementation of the CRM project and the concept of readiness assessment for CRM has received limited attention in the literature. Hence, the main purpose of this paper is to propose a practical framework for evaluating the CRM readiness assessment criteria at the pre-implementation phase. Therefore, the CRM readiness assessment criteria are identified from the overview of the literature. In addition, a Fuzzy AHP approach is employed to evaluate the criteria. Furthermore, an actual banking system (Saman Bank) is used for evaluating of the framework. The results demonstrated that proposed framework will simplify prioritizing of the mentioned criteria and can help top managers to implement the CRM project.

کلیدواژه ها:

Customer relationship management ، readiness assessment criteria ، multi criteria decision making ، fuzzy AHP