ENHANCING CUSTOMER-INDUSTRY RELATIONSHIP USING HYBRID MULTI CRITERIA DECISION MAKING METHOD
This study explores the ways in which Customer Relationship Management (CRM) can be used to increase the effectiveness of the organizational interface toward customer satisfaction. The purpose of this study is to decrease the customer defection rate and increase overall customer satisfaction (custom...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Center for Quality, Faculty of Engineering, University of Kragujevac, Serbia
2023-06-01
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| Series: | International Journal for Quality Research |
| Subjects: | |
| Online Access: | http://ijqr.net/journal/v17-n2/2.pdf |
| _version_ | 1827927555655598080 |
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| author | Deepak Kumaar Arul Ashwin Srikanth Shankaranarayanan V Thenarasu M |
| author_facet | Deepak Kumaar Arul Ashwin Srikanth Shankaranarayanan V Thenarasu M |
| author_sort | Deepak Kumaar Arul |
| collection | DOAJ |
| description | This study explores the ways in which Customer Relationship Management (CRM) can be used to increase the effectiveness of the organizational interface toward customer satisfaction. The purpose of this study is to decrease the customer defection rate and increase overall customer satisfaction (customer-industry relationship), by developing software using a hybrid Multi Criteria Decision Making method (MCDM) for a company taken as a case study. In order to decrease the customer defection rate, the important criteria are ranked using the Fuzzy Analytical Hierarchy Process (FAHP) and their corresponding weights are found by constructing a pairwise comparison matrix and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). For improving product performance and service levels, a novel mathematical framework integrated with four different methods of normalization is also introduced. After implementing the software, the customer satisfaction rate substantially increased from 39% in January to 76% in February. |
| first_indexed | 2024-03-13T05:54:54Z |
| format | Article |
| id | doaj.art-768c065d3a2b4c168e10f18a9b9d71f4 |
| institution | Directory Open Access Journal |
| issn | 1800-6450 1800-7473 |
| language | English |
| last_indexed | 2024-03-13T05:54:54Z |
| publishDate | 2023-06-01 |
| publisher | Center for Quality, Faculty of Engineering, University of Kragujevac, Serbia |
| record_format | Article |
| series | International Journal for Quality Research |
| spelling | doaj.art-768c065d3a2b4c168e10f18a9b9d71f42023-06-13T06:59:13ZengCenter for Quality, Faculty of Engineering, University of Kragujevac, SerbiaInternational Journal for Quality Research1800-64501800-74732023-06-0117232534010.24874/IJQR17.02-02ENHANCING CUSTOMER-INDUSTRY RELATIONSHIP USING HYBRID MULTI CRITERIA DECISION MAKING METHODDeepak Kumaar Arul0https://orcid.org/0000-0003-2703-9936Ashwin Srikanth1https://orcid.org/0000-0001-8679-2472Shankaranarayanan V2https://orcid.org/0000-0002-1819-3491Thenarasu M3https://orcid.org/0000-0001-6759-6417GET, Durga Enterprises, Durga Logistics Kana, Mangalore, IndiaDepartment of Mechanical Engineering, Amrita School of Engineering, Coimbatore, IndiaDepartment of Mechanical Engineering, Amrita School of Engineering, Coimbatore, IndiaDepartment of Mechanical Engineering, Amrita School of Engineering, Coimbatore, IndiaThis study explores the ways in which Customer Relationship Management (CRM) can be used to increase the effectiveness of the organizational interface toward customer satisfaction. The purpose of this study is to decrease the customer defection rate and increase overall customer satisfaction (customer-industry relationship), by developing software using a hybrid Multi Criteria Decision Making method (MCDM) for a company taken as a case study. In order to decrease the customer defection rate, the important criteria are ranked using the Fuzzy Analytical Hierarchy Process (FAHP) and their corresponding weights are found by constructing a pairwise comparison matrix and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). For improving product performance and service levels, a novel mathematical framework integrated with four different methods of normalization is also introduced. After implementing the software, the customer satisfaction rate substantially increased from 39% in January to 76% in February.http://ijqr.net/journal/v17-n2/2.pdfcrmmcdmfahptopsis |
| spellingShingle | Deepak Kumaar Arul Ashwin Srikanth Shankaranarayanan V Thenarasu M ENHANCING CUSTOMER-INDUSTRY RELATIONSHIP USING HYBRID MULTI CRITERIA DECISION MAKING METHOD International Journal for Quality Research crm mcdm fahp topsis |
| title | ENHANCING CUSTOMER-INDUSTRY RELATIONSHIP USING HYBRID MULTI CRITERIA DECISION MAKING METHOD |
| title_full | ENHANCING CUSTOMER-INDUSTRY RELATIONSHIP USING HYBRID MULTI CRITERIA DECISION MAKING METHOD |
| title_fullStr | ENHANCING CUSTOMER-INDUSTRY RELATIONSHIP USING HYBRID MULTI CRITERIA DECISION MAKING METHOD |
| title_full_unstemmed | ENHANCING CUSTOMER-INDUSTRY RELATIONSHIP USING HYBRID MULTI CRITERIA DECISION MAKING METHOD |
| title_short | ENHANCING CUSTOMER-INDUSTRY RELATIONSHIP USING HYBRID MULTI CRITERIA DECISION MAKING METHOD |
| title_sort | enhancing customer industry relationship using hybrid multi criteria decision making method |
| topic | crm mcdm fahp topsis |
| url | http://ijqr.net/journal/v17-n2/2.pdf |
| work_keys_str_mv | AT deepakkumaararul enhancingcustomerindustryrelationshipusinghybridmulticriteriadecisionmakingmethod AT ashwinsrikanth enhancingcustomerindustryrelationshipusinghybridmulticriteriadecisionmakingmethod AT shankaranarayananv enhancingcustomerindustryrelationshipusinghybridmulticriteriadecisionmakingmethod AT thenarasum enhancingcustomerindustryrelationshipusinghybridmulticriteriadecisionmakingmethod |