Improving the performance of customer relationship management regarding trust factors by a unique mathematical programming approach

Mahdi Hamid, Shirin Ghasemi, Ahmad Ghasemkhani and Reza Ramezantabar

International Journal of Services and Operations Management, 2023, vol. 45, issue 3, 401-425

Abstract: Nowadays, customers form the basis of any business. Undoubtedly, they are the most significant factor in the stagnation or development of the economic status of any commercial unit. Therefore, anticipating and meeting their needs and improving the quality of services are the most essential duties of the managers. Customer relationship management (CRM) is a competitive advantage that deals with customers and their satisfaction. In this context, trust factors play a significant role in the fulfilment and improvement of CRM. Using factor analysis and data envelopment analysis for a real case study, this study aims to assess the effect of different trust factors (including moral behaviour, commitment, brand, usability, privacy and security, and competence) on CRM success. The results indicated that usability exerted the most effect on CRM, whereas privacy and security had the least effect. To date, this is the first research on the application and implementation of trust factors to promote CRM efficiency.

Keywords: performance evaluation; customer relationship management; CRM; trust; data envelopment analysis; DEA. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=132463 (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:ijsoma:v:45:y:2023:i:3:p:401-425

Access Statistics for this article

More articles in International Journal of Services and Operations Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().