Investigating antecedents of customer relationship management using interval type-2 fuzzy FMEA approach
by Mohammad Hossein Azadi; Khaled Nawaser; Ali Vafaei-Zadeh; Seyed Najmodin Mousavi; Razieh Bagherzadeh Khodashahri; Haniruzila Hanifah
International Journal of Business Innovation and Research (IJBIR), Vol. 34, No. 2, 2024

Abstract: Nowadays, processes of customer identification, selection, acquisition, development, and retention are advantageous for organisations. However, poor understanding of customer relationship management (CRM) by businesses is one of the problems raised in this field. Thus, this study sheds light on the antecedents of CRM using type-2 fuzzy failure mode and effects analysis (FMEA). Following the review of the relevant literature and experts' opinions, 29 essential factors within a total number of seven domains were identified. The weight of the risk factors was assessed via type-2 fuzzy analytic hierarchy process (AHP), and they were then prioritised through the type-2 fuzzy technique for order of preference by similarity to ideal solution (TOPSIS). The results of the study revealed that the domains of organisational knowledge management, integrity in information systems, and focus on profitable customers had a more relative degree of closeness than four other domains.

Online publication date: Wed, 05-Jun-2024

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com