A Success Framework to Investigate Critical Factors Associated with Implementation of Customer Relationship Management: A Fuzzy ANP Approach
نویسندگان
چکیده
This paper suggests a novel success framework for customer relationship management (CRM) based on a conceptual implementation model to identify associated critical factors and their contribution to overall success/failure. Fuzzy analytic network process (FANP) is applied to identify the relative importance of each factor in successful implementation of each stage and the CRM initiative as a unified process. The results illustrate that CRM goals, change management, customer knowledge management, and top management support are the most critical factors for successful implementation of CRM projects within Iranian business contexts. The proposed success framework provides valuable insight into the CRM implementation process and its critical success factors (CSFs). It can be applied as a practical assessment tool that provides a pre-evaluation of the overall success of the CRM implementation project and identifies areas of weakness that negatively affect successful implementation of each stage of CRM initiative.
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