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Investigating factors related to the successful implementation of customer relationship management with a fuzzy approach

Number of pages: 169 File Format: word File Code: 30663
Year: 2013 University Degree: Master's degree Category: Management
Tags/Keywords: Communication with the customer - CRM - Customer relationship management - Fuzzy theory - Network analysis - Network analysis process
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  • Summary of Investigating factors related to the successful implementation of customer relationship management with a fuzzy approach

    Dissertation for Master's Degree in Information Technology Management

    Advanced Information Systems Orientation

    Abstract

    Air transportation is one of the most important types of transportation in today's life. Considering the considerable importance of the customer as a source of revenue for airports and as a result the increasing importance of effective customer relationship management, identifying and prioritizing key factors in the successful implementation of customer relationship management (CRM) in the airport is very important. The purpose of this research is to identify and prioritize the most important factors and criteria affecting the success of customer relationship management (CRM) at Imam Khomeini International Airport. This goal is pursued in the framework of an analytical and comparative perspective.

    The present study is an interdisciplinary study of management and engineering using a fuzzy method to identify factors affecting the successful implementation of customer relationship management (CRM). This research is considered practical because it has been used to solve practical and real problems of a service organization; Also, in terms of its nature and method, it is included in the descriptive research group and it has investigated the current situation through field study and library method. In this research, industrial engineering and operational research approaches have been used, so the research community is made up of experts and senior experts in the field of study. In each phase of the research, the group of experts has been determined based on the technique used. In the first phase, the Delphi method was used to identify and screen the main criteria for the successful implementation of customer relationship management. In the second phase, the Fuzzy Network Analysis Process (FANP) technique is used to prioritize the main success criteria of customer relationship management (CRM) implementation. In the final phase of the work, which was based on the communication matrix and TOPSIS technique, the perspective of 10 experts was also used to examine the relationships. The results of the research are divided into two categories: first, the results related to the analysis of the network analysis process technique; Second, the information obtained from the data analysis using the TOPSIS technique. According to the investigations and the results obtained from the above analysis, it can be said that the most important factor in the success of customer relationship management (CRM) at Imam Khomeini Airport is strategy. Keywords: customer relationship management (CRM), network analysis process, fuzzy theory. Introduction Customer relationship management, as It is a strategic necessity in all organizations, the effective implementation of which can lead to increased customer satisfaction, loyalty and attraction, resulting in more sales and repeat purchases. But the implementation of CRM is not always accompanied by the expected results. Because the attitude of many organizations towards CRM is from the point of view of technology. This wrong attitude towards this matter has caused its implementation to fail in many organizations. Therefore, managers of organizations have paid special attention to find out the factors that create success in CRM because identifying these key elements can help organizations in implementing it as successfully as possible. (Motmani and Jafari, 2018, p. 50)

    The process of identifying factors affecting the successful implementation of CRM should be based on several criteria and components. Therefore, in this study, firstly, based on the existing research literature, sets of criteria were identified, then the identified criteria were refined and screened using the Delphi technique. In the following, the final selection criteria are prioritized with the fuzzy ANP technique. Finally, by using the TOPSIS technique, the most important factor has been identified.

    In this chapter, the generalities related to the current research have been examined, in this way, the description and statement of the research problem have been discussed at the beginning in order to provide the necessary foundations to justify why the current research is conducted, then the objectives of the research have been stated and according to these objectives, the research questions have been presented. Then, the scope of the research is determined in terms of time and space, and the method used in the current research is briefly explained. Finally, the practical definition of the research terms has been addressed to make the study of the present research simple and understandable.

    1-2) Description and statement of the problem

    With the paradigm shift from product-oriented to customer-oriented and considering that in today's competitive environment, the use of traditional marketing methods has created many limitations for organizations, customer relationship management (CRM) is presented to create a special relationship with customers and create more value for organizations.

    1-2) Description and statement of the problem

    With the paradigm shift from product-oriented to customer-oriented and considering that in today's competitive environment, the use of traditional marketing methods has created many limitations for organizations, customer relationship management (CRM) has been presented to create a special relationship with customers and create more value for organizations.

    In the past, customers expected timely delivery, good quality, and cheap goods and services from manufacturers. Business was mostly relationship-oriented and middlemen were powerful in the distribution chain. With the distribution of products on a wide level, the main competition was on maintaining the service provision and product development to the customer and facilitating the customer's purchase, not maintaining and maintaining the relationship with the existing customers. But today, organizations operate in a dynamic and complex environment, the competition between organizations has increased, the life cycle of products has decreased, and the life cycle of organizations is reaching its decline stage faster. In many cases, manufacturers produce goods of similar quality and it is the customer who decides to buy (Mehrabi et al., 1389, p. 61). It cannot continue to be stable and successful without satisfied customers. More importantly, the demands, expectations and expectations of consumers have increased day by day and this trend will be accompanied by increasing growth. As a result of this fact, the concept of customer relationship management opened a way that today should be considered as a strategy to maintain long-term relationships with customers (Karamti and Nikzad Shahrivar, 1387, p. 68). Customer relationship management is a wide set of tools, technologies and processes that are used with the aim of improving the level of relationship with customers (Hadizadeh Moghadam et al., 1389, p. 1).

    The effort in customer relationship management is one of the major competitive advantages that companies can exploit to prevent customers from transferring to other companies. (Kimiloglu and Zarali, 2009, p. 246)

    An organization that deals with customers must also have a level of customer relationship management, but some organizations are ahead by giving importance and studying the factors affecting the success of CRM in this field. But many organizations fail to properly implement customer relationship management. In fact, many evidences can be provided of the failure of organizations' investments in customer relationship management. Therefore, organizations need to identify the most important factors in customer relationship management in order to increase their chances of success in this regard and to attract their most precious capital, i.e. customers (Hadizadeh Moghadam et al., 2019, p. 1).

    Effective factors in customer relationship management are those factors that focus on them will improve the effectiveness of CRM and not paying attention to them will prevent plans from achieving their goals.

    Air transportation is one of the most important types of transportation known in today's life. is The degree of use of air services; The airport and the services provided in it are one of the main needs that can provide the basis for improving performance and profitability by identifying the needs and paying attention to the competition in the field of assigning services to customers.

    In short, the factors affecting the CRM of Imam Khomeini International Airport are the areas that lead this airport to achieve its goals in the field of customer orientation. Obviously, Imam Khomeini Airport (RA) can be more successful by knowing these effective factors and understanding them in improving the effectiveness of CRM programs. This research aims to identify the most important factors in the successful implementation of customer relationship management at Imam Khomeini International Airport. Since the success factors of CRM are sensitive and multi-dimensional issues, a diverse set of criteria and factors affecting optimal implementation should be identified first. After identifying the main factors, the weight of each of the criteria should be identified and based on the weight of each criterion and the importance of each factor based on each of the criteria, the best influencing factors should be selected. In this study, research literature and interviews with experts have been used to identify the set of criteria. Fuzzy ANP has also been used to determine the priority of criteria. Finally, TOPSIS technique has been used to select the appropriate success factors

  • Contents & References of Investigating factors related to the successful implementation of customer relationship management with a fuzzy approach

    List:

    Table of Contents

    Chapter One: Research overview. 2

    1-1) Introduction. 3

    1-2) Description and explanation of the problem. 3

    1-3) The importance and necessity of research. 5

    1-4) research objectives. 7

    1-5) research questions. 7

    1-6) research method. 7

    1-7) research area. 8

    1-8) aspects of research innovation. 8

    1-9) conceptual model of research. 9

    1-10) operational definition of research terms. 10

    Summary of the first chapter. 11

    Chapter Two: Theoretical foundations and research background. 12

    2-1) Introduction. 13

    2-2) Definition of customer. 13

    2-2-1) Types of customers. 14

    2-3) History of customer relationship management. 16

    2-3-1) Concept and definitions of customer relationship management. 17

    2-4) The emerging fields of customer relationship management. 20

    2-5) components of customer relationship management. 21

    2-6) Principles of communication with the customer. 22

    2-7) Basic assumptions of customer relationship management. 23

    2-8) customer relationship management steps and processes. 24

    2-8-1) Implementation of CRM. 24

    2-8-2) CRM improvement. 28

    2-8-3) Optimizing communication channels. 30

    2-9) executive model of customer relationship management. 32

    2-10) Technological dimensions of customer relationship management. 37

    2-10-1) Operational CRM. 37

    2-10-2) Analytical CRM. 38

    2-10-3) Collaborative CRM. 38

    2-11) Implementation of customer relationship management. 38

    2-12) Benefits of implementing customer relationship management system. 39

    2-13) Important factors in the success of customer relationship management. 41

    2-14) Existing patterns in the field of factors affecting the success of CRM implementation. 41

    2-14-1) knowledge management. 46

    2-14-2) Information technology. 47

    2-14-3) The role of senior management. 48

    2-14-4) Personnel. 49

    2-14-5) Strategy. 50

    2-14-6) culture. 51

    2-14-7) change management. 53

    2-15) communication management. 53

    2-16) Support and support of senior managers. 53

    2-17) Existing models in the field of customer relationship management readiness. 54

    2-18) Decision making with multiple criteria. 55

    2-18-1) Hierarchical analysis process. 56

    2-18-1-1) Principles of hierarchical analysis process. 57

    2-18-1-2) Hierarchical analysis process model. 57

    2-19) Network analysis method (ANP) 62

    1-2-19) Differences between network analysis method and hierarchical analysis method. 67

    2-19-2) Steps of the network analysis method. 68

    Summary of the second chapter: 77

    The third chapter: research method. 78

    3-1) Introduction. 79

    3-2) Type of research. 79

    3-3) Statistical population and sample selection. 80

    3-4) Information gathering methods and tools. 81

    3-5) Preparation of expert questionnaire 82

    3-6) Statistical methods used 83

    3-6-1) Delphi technique. 83

    3-6-2) Algorithm of using ANP in the use of knowledge of factors affecting the success of CRM. 84

    3-6-3) TOPSIS technique. 88

    Summary of the third chapter: 90

    Chapter four: data analysis 91

    4-1) Introduction. 92

    4-2) Identification of final criteria and sub-criteria. 92

    4-3) Determining the priority of model elements using the fuzzy ANP technique. 94

    4-3-1) Determining the priority of the main criteria based on the goal. 94

    4-3-2) Comparing and determining the priority of sub-criteria 100

    4-3-3) Calculation of internal relationships with the FDEMATEL technique. 105

    4-3-4) Final priority of indicators with FANP technique. 111

    4-4) Selection with TOPSIS technique. 116

    Summary of the fourth chapter: 121

    Chapter five: conclusions and suggestions. 123

    5-1) Introduction. 124

    5-2) Summary of the research. 124

    5-3) Research results. 125

    5-4) research limitations. 129

    5-5) suggestions. 130

    5-5-1) suggestions based on research findings (applied) 130

    5-5-2) suggestions for other researchers. 131

    Sources and sources. 132

    Appendices 136

    Source:

    Persian sources

    Al-Badavi, Amir, Haji Zamanali, Ali, (1387), a model for customer relationship management in Iran (case study of Hama Airlines Company), Tehran.

    Hijazi, Elaha, Sarmad, Zohra and Bazargan, Abbas, (1385), research methods in science Behaviari (13th edition), Aghah Publications, Tehran.

    Hosami, Farrokh, (2010), identification of factors

    Hossami, Farrokh, (2008), Identifying effective factors in the implementation of customer relationship management system in insurance companies (Tehran Asia Insurance Company), Master's thesis, Faculty of Management, University of Tehran. Commercialization of products using fuzzy network analysis techniques - data coverage analysis based on balanced scorecard, International Journal of Industrial Engineering and Production Management, Number 1, Volume 21.

    Dehmardeh, Nazar, Shahreki, Alireza and Lakzaei, Mahmoud (2018), Identification and ranking of influential factors in the process of implementing a customer relationship management system, Scientific-Research Quarterly of Industrial Management, Sanandaj Branch, Year 5, Number 11, pp. 91-100.

    Radfar, Reza, Lotfi, Farhad and Khalilo, Isan, (2008), Measuring customer satisfaction using fuzzy logic (Case study: ATM machines of Saderat Bank of Iran in Tehran), Marketing Management Journal, No. 8.

    Zobardest, Esfandiar, (2009), Application of Network Analysis Process (ANP) in urban and regional planning, Arts Journal Zeba - Architecture and Urban Development, No. 41, pp. 79-90.

    Saedi, Mehdi, (2004), Strategic Options for Transformation Based on Information Technology: A Conceptual Framework in the Automotive Industry, Doctoral Thesis, Tarbiat Modares University.

    Sekaran, Uma, (2004), Research Methods in Management (Third Edition), Translated by Mohammad Saebi and Mahmoud Shirazi, Higher Institute of Management and Planning Education and Research, Tehran.

    Sanjari, Ahmed Reza, (2008), research methods in management, Abid, Mehrgan Qalam Publications, Tehran.

    Sharifi, Hassan Pasha, Sharifi, Nastern, (2013), research methods in behavioral sciences (3rd edition), Sokhon Publishing House, Tehran.

    Taheri, Mohammad Reza, (2014), Fuzzy numbers and fuzzy regression, senior thesis in statistics, supervisor: Ain Allah Pasha, Tarbiat Moalem University.

    Adel Azar, Memariani, Azizaleh, (1373), modern technical planning for planners, Daneshwar scientific research magazine, numbers 5 and 6.

    Ataei, Mohammad, (1389), fuzzy multi-criteria decision making, Publisher: Shahrood University of Technology.

    Farhangi, Ali Akbar, Safarzadeh, Hossein, (1385). Research methods in human sciences (with an attitude towards thesis writing), Payam Pooya Publishing, Tehran.

    Karamti, Mohammad Ali, Nikzad, Masoud, (1389), evaluation of the key success factors of customer relationship management strategy in the textile industry, Journal of Textile Science and Technology, No. 1, pp. 85-67.

    Karimzadeh, Samad, (1385), research methods in behavioral sciences: a scientific guide Research (research, writing, editing and publication), Farhang Sabz Publishing House, Tehran.

    Mehrabi, Javad, Taati, Maryam and Babaahri, Mehdi, (2009), presenting an integrated model of implementing the concept of customer relationship management in Bank Mellat.  

    Momini, Mansour, Sharifi Salim, Alireza, (2013), multi-indicator decision making models and software, Molev Publications, Tehran.

    Nasiriani, Khadija, Ahmadi, Fazlalah and Abazari, Parvaneh (2017), Delphi technique: a tool in research, Iranian Journal of Education in Medical Sciences, Spring and Summer, No. 8, pp. 175-185.

    Hadizadeh, Akram, Raminmehr, Hamid, Haj Moqani, Reza, (2009), presentation of the success model of customer relationship management implementation (Study: Bank Saderat of Tehran province).

     

    Latin sources

     

    Bottani, Eleonora.,  Rizzi, Antonio. (2006) "A fuzzy TOPSIS methodology to support outsourcing of logistics services", Supply Chain Management: An International Journal, Vol. 11 Iss: 4, pp.294 - 308.

    Calabrese, Armando, Roberta Cost, Tamara Menichini (2013), Using Fuzzy AHP to manage Intellectual Capital assets: An application to the ICT service industry, Expert Systems with Applications 40 (2013), pp.3747–3755.

    Chang, Betty, Chih-Wei Chang b, Chih-Hung Wu (2011) Fuzzy DEMATEL method for developing supplier selection criteria, Expert Systems with Applications 38, pp. 1850–1858.

    Chang, Da-Yong.  (1996), Theory and Methodology Applications of the extent analysis method on fuzzy AHP, European Journal of Operational Research 95, pp. 649-655.

    Kosko B. (1986), Fuzzy Cognitive Maps, Intern.

Investigating factors related to the successful implementation of customer relationship management with a fuzzy approach
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