Research Article | OPEN ACCESS
Design a Model to Assess CRM Maturity in the Organization Using AHP
1Hamideh Soltani, 2Seyed Kamran Nourbakhsh and 3Yaser Madani
1Department of Business Management, Naragh Branch, Islamic Azad University, Naragh, Iran
2Department of Business Management, Faculty Member Central Tehran Branch,
Islamic Azad University, Tehran, Iran
3Department of Economics and Management, National Academy of Sciences of Tajikistan, Dushanbe, Tajikistan
Research Journal of Applied Sciences, Engineering and Technology 2013 15:3851-3864
Received: July 09, 2012 | Accepted: August 15, 2012 | Published: April 25, 2013
Abstract
According to different nature of work in various companies, the essential step in implementation of optimal customer relationship management is identifying factors affecting CRM performance and indicators related to each factor. Therefore in this study, in order to assess the maturity of organization in the implementation of CRM, the main factors affecting CRM performance in the baby accessories industry were identified. Then the indicators explaining each factor were extracted and using Analytical Hierarchy Process (AHP) factors and identified indicators were ranked, and then the maturity status of the studied organization were analyzed in relation to CRM implementation. According to new and valid ideas, the main factors affecting the assessment of organizational maturity in CRM implementation are defined by three factors of processes, human resources and technology. The main factors affecting the CRM implementation were prioritized and also indicators related to the three main factors in line with the successful implementation of CRM were ranked. In order to assess the maturity of organization in CRM implementation, the binominal test was used. Except for the indicator of information technology and knowledge management which is lower than the given value for maturity level of the organization (12.5), other indicators such as strategy, organizational processes, organizational culture, human resources and change management, the studied organization in baby accessories industry has matured in CRM implementation.
Keywords:
Analytical hierarchy process, customer relationship management, customer satisfaction measurement, customer satisfaction index,
Competing interests
The authors have no competing interests.
Open Access Policy
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Copyright
The authors have no competing interests.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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