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Article Information:
Design a Model to Assess CRM Maturity in the Organization Using AHP
Hamideh Soltani, Seyed Kamran Nourbakhsh and Yaser Madani
Corresponding Author: Seyed Kamran Nourbakhsh
Submitted: July 09, 2012
Accepted: August 15, 2012
Published: April 25, 2013 |
Abstract:
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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.
Key words: Analytical hierarchy process, customer relationship management, customer satisfaction measurement, customer satisfaction index, , ,
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Cite this Reference:
Hamideh Soltani, Seyed Kamran Nourbakhsh and Yaser Madani, . Design a Model to Assess CRM Maturity in the Organization Using AHP. Research Journal of Applied Sciences, Engineering and Technology, (15): 3851-3864.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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