Investigation and measurement of effective factors of information technology solutions on customer relationship management with fuzzy logic approach

Today, many managers tend to be a profitable investment on information technology to improve relationship with their customers. The literature review reveals that a large number of social and managerial parameters proposed but an integrated model missed that directly focus on effective factors of IT in improving communication with customers. In this study, those factors extracted from literature and known factors investigated and analysed according to developed model. At the first level of the model placed four criteria and at the second level placed 13 criteria. Then, by using fuzzy analytical hierarchy process (FAHP) technique, IT effective factors on CRM ranked and analysed. The developed model and management solutions provide guidelines about which improvements in IT aspects should be noted in development of their CRM. Finally, the proposed model examined through an illustrative case study from CRM solution in the banking industry.