IDEAS home Printed from https://ideas.repec.org/a/bjx/jomwor/v2023y2023i4p87-99id263.html
   My bibliography  Save this article

A Four-Step Method for the Selection of CRM Software Packages

Author

Listed:
  • Salvatore Barbato
  • Fabio Fortino
  • Daniele Genovese
  • Serena Mercatelli

Abstract

Customer relationship management (CRM) systems are growing in importance as essential tools to exploit such data, enhancing sales, productivity, and customer satisfaction, becoming the foundation of contemporary marketing strategy. Its purpose is to personalize a business relationship, whether it’s B2B or B2C, in hopes that this personalized and strategic touch will result in more business. However, existing CRM selection methods suffer from several limitations, which make their actual implementation often impractical. Therefore, this article proposes a novel method to support firms in the selection of the most appropriate CRM according to their needs. The proposed method resorts to the analytic hierarchy process (AHP) to classify the most relevant criteria for the focal firm's needs and to fuzzy AHP (FAHP) to identify the most suitable alternative. An illustrative implementation of the method is also presented in the article as the case study. Furthermore, we show how the method can be straightforwardly adapted to various circumstances and discuss its implementation in SME.

Suggested Citation

  • Salvatore Barbato & Fabio Fortino & Daniele Genovese & Serena Mercatelli, 2023. "A Four-Step Method for the Selection of CRM Software Packages," Journal of Management World, Academia Publishing Group, vol. 2023(4), pages 87-99.
    • Handle: RePEc:bjx:jomwor:v:2023:y:2023:i:4:p:87-99:id:263
    as

    Download full text from publisher

    File URL: https://managementworld.online/index.php/mw/article/view/263/261
    Download Restriction: Access to full texts is restricted to Journal of Management World
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjx:jomwor:v:2023:y:2023:i:4:p:87-99:id:263. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucía Aguado (email available below). General contact details of provider: https://managementworld.online/index.php/mw/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.