Evaluating the Critical success factors of strategic customer relationship management (SCRM) in textile industry (with Fuzzy Approach)
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2015, Vol 9, Issue 9
Abstract
The customer relationship management is a trading approach to perceive and influence in the customer behavior including improving the customer`s purchasing, maintaining the customer, the customer loyalty, and more profitability. Today, the competition and satisfaction of the customers is considered as a highly important factor in textile industry context. The customer orientation and satisfying the customer is highly considered with respect to the appearance of new and under developing countries in this industry. In this regards, the customer relationship management is an attitude indicating that with an appropriate and successful relation with the customer, all sections of textile companies and parts thereof and as well as marketing, the upcoming services and the companies future will be changed. This paper aims to evaluate the critical success factors of strategic management (CRM) of customer relationship in textile industry. The indices and criteria highly considered as the critical success factors in applying CRM in relation with the customer are determined with respect to three critical aspects including human, technology and processes. Also, using the success factors, a questionnaire is designed based on fuzzy numbers and pair-wise comparison table answered by 7 marketing managers of textile companies.
Authors and Affiliations
Masoud Nikzad Shahrivar| Department of Industrial Engineering, Arak Branch Islamic Azad University, Arak ,Iran, email: masoudnsh@yahoo.com, Ali Reza Dehghani Sari| Group of Textile Engineering, Faculty of Engineering, Science and Research Branch Islamic Azad University, Tehran, Iran
Keywords
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