Paper Information

Journal:   IRANIAN JOURNAL OF MANAGEMENT STUDIES   SPRING 2016 , Volume 9 , Number 2; Page(s) 333 To 358.
 
Paper: 

A NEW HYBRID METHOD BASED ON FUZZY SHANNON’S ENTROPY AND FUZZY COPRAS FOR CRM PERFORMANCE EVALUATION (CASE: MELLAT BANK)

 
 
Author(s):  EBRAHIMI ELHAM*, FATHI MOHAMMAD REZA, IRANI HAMID REZA
 
* FACULTY OF MANAGEMENT, UNIVERSITY OF TEHRAN, TEHRAN, IRAN
 
Abstract: 

Customer relationship management is a multiple perspective business paradigm which helps companies gaining competitive advantage through relationships with their customers. An integrated framework for evaluating CRM performance is an important issue which is not addressed completely in previous studies. The main purpose and the most important contribution of this study is introducing a framework based on the integration of two novel MCDM methods. In this regard, first, by the survey of related literature, five main criteria of the CRM performance measurement were identified. In the second step, by means of judgmental sampling, a committee of 20 experts of Mellat Bank and its three subsidiary branches were formed and their idea about the importance of the five CRM evaluation criteria was extracted through questionnaire. Fuzzy Shannon’s entropy was applied for calculating the relative importance. In the third step, for demonstrating the applicability of the model three subsidiary branches which were applying CRM systems, were ranked by fuzzy COPRAS based on their CRM performance.

 
Keyword(s): COPRAS, CUSTOMER RELATIONSHIP MANAGEMENT, ENTROPY, MULTIPLE CRITERIA DECISION MAKING, PERFORMANCE EVALUATION
 
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