Comparison of CRM Programs Basing on Improving Customer Profitability: Using the AHP Method

Dong-Fei Xue, Shi-Jie Zhao and Zhang De-Peng
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Dong-Fei Xue: Grade 2013, School of Management, Guangdong University of Technology, NO.161 Yinglong Rd., Tianhe District, Guangzhou, China
Shi-Jie Zhao: School of Management, Guangdong University of Technology, NO.161 Yinglong Rd., Tianhe District, Guangzhou, China
Zhang De-Peng: School of Management, Guangdong University of Technology, NO.161 Yinglong Rd., Tianhe District, Guangzhou, China

International Review of Management and Marketing, 2014, vol. 4, issue 2, 167-174

Abstract: In this paper, we generalize the cause-related marketing (CRM) methods that used by most current enterprises. And then, we probe into the difference of the effects of different types of CRM programs aiming at improving customer profitability by analytic hierarchy process (AHP). Consequently, we find out the sequencing results and provide some reference to the enterprises while performing CRM programs.

Keywords: analytic hierarchy process; customer profitability; cause-related marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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