8731

8092

كارشناسي ارشد

سيستم هاي اقتصادي-اجتماعي

اصفهان: دانشگاه صنعتي اصفهان، دانشكده صنايع و سيستم ها

1392

دوازده،152ص.: مصور،جدول،نمودار

ص.ع.به فارسي و انگليسي

بهروز ارباب شيراني، غلامعلي رئيسي اردلي

271/93

علي زينل همداني، مرتضي راستي بزركي

مهندسي صنايع و سيستم ها

ID8092

Customer Relationship Management performance evaluation using a combined CRM Scorecard and Multi Criteria Decision Making approach Case study Yazdbaf company Mehdi Alizadeh shouroki Mehdi Alizadeh@in iut ac ir Date of Submission 2014 14 01 Department of Industrial and Systems Engineering Isfahan University of Technology Isfahan 84156 83111 Iran Degree M Sc Language FarsiSupervisors 1 Behrooz Arbabshirani ashirani@cc iut ac ir 2 Gholam Ali Raissi Ardali raissi@cc iut ac irAbstract Customer Relationship Management CRM is a multi perspective business paradigm which aimsmaximizing the benefits gained from relationships with customers According to various reports in spite ofmaking a large amount of investment in CRM its implementation is too risky One of the reasons of fail inimplementing the CRM is the lack of appropriate tools and criteria for measuring and evaluating the CRM Classical financial methods are now the most applied tools to evaluate the CRM These methods are notsuitable for evaluating the investments such as CRM which are expected to hare intangible indirect andstrategic advantages The main purpose of this thesis is to propose a model for performance evaluation ofCRM based on integrating the CRM Scorecard and Multi Criteria Decision Making in fuzzy environment Investigations show despite the obtained satisfaction levels in conceptual and theoretical aspects of CRMScorecard this method hare some disadvantages in implementing due to the face that the evaluation resultsare not quantitative and it dose not perform well for integrating different criteria There for in this researchMulti Criteria Decision Making techniques are used for quantitative performance evaluation of CRM andranking Designing an efficient framework for performance evaluation of CRM needs an appropriate systematicprocess in order to determine critical success factors of CRM In this thesis in order to determine the finalcritical success factors of each aspect of CRM Scorecard the connoisseurs of CRM and Yazdbaf companyexpert are polled about the priority of considered primary criteria After the receiving the judgments ofexperts and connoisseurs their judgments were integrated using fuzzy AHP As a result an appropriateframework in order to performance evaluation of CRM with criteria including Customer Loyalty CustomerValue Customer Satisfaction Timely supply to customers and Customer Partnerships from CRM customeraspect Customer retention Customer knowledge Management Categories of customers Customeracquisition Complaints Management from process CRM aspect Top Management Support Explicit andClear Goal CRM Technology Motivate and skilful staff Customer Oriented culture from infrastructureCRM aspect profitability Improvement in marketing improvement in sales productivity Customer equityfrom organizational performance aspect was obtained In the proposed Multi Criteria Decision Making model in order to investigate the reciprocal correlationamong criteria and obtain criteria weight Fuzzy ANP and Fuzzy TOPSIS were used to ranking theperformance of the commodities groups Finally the designed model was implemented in Yazdbaf company According to results Yazdbaf company has desirable performance in organizational performance aspect andundesirable performance in infrastructure CRM aspect Among four commodities group A B C and D ofYazdbaf company group C has the best CRM performance Keywords Customer Relationship Management Performance evaluation CRM Scorecard Fuzzy AnalyticHierarchy Process Fuzzy Analytic Network Process Fuzzy TOPSIS

بهروز ارباب شيراني، غلامعلي رئيسي اردلي

علي زينل همداني، مرتضي راستي بزركي