EVALUATING CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS BASED ON FUZZY INFERENCE SYSTEM

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TAGHIZADEH HOUSHANG

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: PRODUCTIVITY MANAGEMENT (BEYOND MANAGEMENT) Year:2015 | Volume:9 | Issue:34 Page(s): 139-160

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Title

EVALUATING CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS BASED ON FUZZY INFERENCE SYSTEM

Author(s)

TAGHIZADEH HOUSHANG | Issue Writer Certificate

Keywords

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)Q2

FUZZY EXPERT SYSTEMQ1

FUZZY INFERENCEQ1

Abstract

Accommodating needs and supplies and presenting superior value to the customers are among the main goals of customer relationship management (CRM) and their effectiveness has a crucial role in gaining competitive advantage. Accordingly, the aim of this paper is presenting a model to evaluate the effectiveness of CRM through fuzzy approach. The statistical population consists of the customers of Tabriz-Kar Machine Manufacturing Industry. To do this, the researcher designed a questionnaire according to Kim & Kim (2009) viewpoint, and its validity and reliability were measured and approved. To conduct the research, a five-stage model was designed based on fuzzy logic. In the first phase, a fuzzy system was designed with the four dimensions of effective CRM as its inputs and the CRM effectiveness score as its output. In the second phase, the inputs and outputs were converted to fuzzy numbers after the classification. In the third phase, inference rules were explained, and in the fourth phase, defuzzification was carried out. In the final stage the model was tested and the results showed the validity of the model. Finally, by using the designed model, the effectiveness rate of CRM in Tabriz-Kar Machine Manufacturing Company was evaluated. The results show that the effectiveness of CRM in the company with the membership degree of 0.748 is on average rate.

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APA: Copy

TAGHIZADEH, HOUSHANG. (2015). EVALUATING CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS BASED ON FUZZY INFERENCE SYSTEM. PRODUCTIVITY MANAGEMENT (BEYOND MANAGEMENT), 9(34), 139-160. SID. https://sid.ir/paper/181946/en

Vancouver: Copy

TAGHIZADEH HOUSHANG. EVALUATING CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS BASED ON FUZZY INFERENCE SYSTEM. PRODUCTIVITY MANAGEMENT (BEYOND MANAGEMENT)[Internet]. 2015;9(34):139-160. Available from: https://sid.ir/paper/181946/en

IEEE: Copy

HOUSHANG TAGHIZADEH, “EVALUATING CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS BASED ON FUZZY INFERENCE SYSTEM,” PRODUCTIVITY MANAGEMENT (BEYOND MANAGEMENT), vol. 9, no. 34, pp. 139–160, 2015, [Online]. Available: https://sid.ir/paper/181946/en

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