Investigating antecedents of customer relationship management using interval type-2 fuzzy FMEA approach

Mohammad Hossein Azadi, Khaled Nawaser, Ali Vafaei-Zadeh, Seyed Najmodin Mousavi, Razieh Bagherzadeh Khodashahri and Haniruzila Hanifah

International Journal of Business Innovation and Research, 2024, vol. 34, issue 2, 139-165

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.

Keywords: customer relationship management; antecedents of CRM; failure mode and effects analysis; FMEA; type-2 fuzzy; TOPSIS; type-2 fuzzy analytic hierarchy process; AHP. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=138959 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:34:y:2024:i:2:p:139-165

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().