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

Author

Listed:
  • 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)

  • De-Peng ZHANG

    (School of Management, Guangdong University of Technology, NO.161 Yinglong Rd., Tianhe District, Guangzhou, China)

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.

Suggested Citation

  • Dong-Fei XUE & Shi-Jie ZHAO & De-Peng ZHANG, 2014. "Comparison of CRM Programs Basing on Improving Customer Profitability: Using the AHP Method," International Review of Management and Marketing, Econjournals, vol. 4(2), pages 167-174.
    • Handle: RePEc:eco:journ3:2014-02-7
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    References listed on IDEAS

    as
    1. Thomas L. Saaty & Luis G. Vargas, 2005. "The Possibility Of Group Welfare Functions," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 4(02), pages 167-176.
    2. Petersen, J. Andrew & McAlister, Leigh & Reibstein, David J. & Winer, Russell S. & Kumar, V. & Atkinson, Geoff, 2009. "Choosing the Right Metrics to Maximize Profitability and Shareholder Value," Journal of Retailing, Elsevier, vol. 85(1), pages 95-111.
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    More about this item

    Keywords

    analytic hierarchy process; customer profitability; cause-related marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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