IDEAS home Printed from https://ideas.repec.org/a/igg/jcrmm0/v2y2011i2p43-62.html
   My bibliography  Save this article

A Success Framework to Investigate Critical Factors Associated with Implementation of Customer Relationship Management: A Fuzzy ANP Approach

Author

Listed:
  • Abbas Keramati

    (University of Tehran, Iran)

  • Mohamad Sadegh Sangari

    (University of Tehran, Iran)

Abstract

This paper suggests a novel success framework for customer relationship management (CRM) based on a conceptual implementation model to identify associated critical factors and their contribution to overall success/failure. Fuzzy analytic network process (FANP) is applied to identify the relative importance of each factor in successful implementation of each stage and the CRM initiative as a unified process. The results illustrate that CRM goals, change management, customer knowledge management, and top management support are the most critical factors for successful implementation of CRM projects within Iranian business contexts. The proposed success framework provides valuable insight into the CRM implementation process and its critical success factors (CSFs). It can be applied as a practical assessment tool that provides a pre-evaluation of the overall success of the CRM implementation project and identifies areas of weakness that negatively affect successful implementation of each stage of CRM initiative.

Suggested Citation

  • Abbas Keramati & Mohamad Sadegh Sangari, 2011. "A Success Framework to Investigate Critical Factors Associated with Implementation of Customer Relationship Management: A Fuzzy ANP Approach," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 2(2), pages 43-62, April.
    • Handle: RePEc:igg:jcrmm0:v:2:y:2011:i:2:p:43-62
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jcrmm.2011040104
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    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:igg:jcrmm0:v:2:y:2011:i:2:p:43-62. 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: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    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.