Management, Vol. 3, Issue 4, Oct  2020, Pages 43-60; DOI: https://doi.org/10.31058/j.mana.2020.34004 https://doi.org/10.31058/j.mana.2020.34004

The Identification and Prioritization of Effective Indices on Optimal Implementation of Customer Relationship Management Using TOPSIS, AHP Methods - Case Study: Pasargad Bank

, Vol. 3, Issue 4, Oct  2020, Pages 43-60.

DOI: https://doi.org/10.31058/j.mana.2020.34004

Mohammad Taghipour 1* , Farnaz Ganji 2 , Alireza Zolfagharijoo 3 , Ahad Lotfi 4 , Fariba Torabi 5

1 Young Researchers and Elites club, Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Industrial Engineering, Ghiaseddin Jamshid Kashani, Non-Profit University, Qazvin, Iran

3 Industrial Engineering, Islamic Azad University, North Tehran Branch, Iran

4 Faculty Member of Islamic Azad University, Maku Branch, Iran

5 Industrial Engineering, Ghiaseddin Jamshid Kashani, Non-Profit University, Qazvin, Iran

Received: 27 April 2020; Accepted: 28 May 2020; Published: 28 June 2020

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Abstract

One of the reasons of failure of customer relationship management is the lack of suitable criteria to evaluate customer relationship management. If this organizational concept is not assessed, it is not managed well. A comprehensive measure to assess customer relationship is necessary from a systematic view. The present study aims to evaluate and prioritize effective factors on optimal implementation of customer relationship management in Pasargad bank using statistical methods. The study population is managers, deputies, employees, experts and customers of 5 branches of Pasargad bank as 384. The present study evaluates and prioritize the effective factors on optimal implementation of customer relationship management using MADM methods. The results also can be used in the required population and it is an applied design. The present is descriptive-survey in terms of data collection method. The reliability of questionnaire is 0.925. The descriptive statistics of variables are computed using SPSS software. By TOPSIS method, we rank the indices. It is worth to mention that in this model, we need weighting the indices and the weight of each of indices is computed using AHP method and to rank the choices, TOPSIS software is applied. Finally, the organization factor has the highest weight and cultural and technological factors are in the next priorities. Pasargad bank, Vanak branch had the first rank in using effective factors on customer relationship management and branches Shiraz, Mollasadra, Tavanir and Gandi had ranks 2-5.

Keywords

CRM, Customer Relationship Management, Optimal, Pasargad bank, TOPSIS, AHP

Copyright

© 2017 by the authors. Licensee International Technology and Science Press Limited. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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