ارزیابی اثربخشی مدیریت ارتباط با مشتریان بر اساس سیستم استنتاج فازی(مطالعه موردی)

نوع مقاله: علمی پژوهشی

نویسنده

عضو هیات علمی دانشگاه ازاد اسلامی واحد تبریز

چکیده

متناسب ساختن عرضه با نیازمندیجها و ارائه ارزش برتر به مشتریان، از اهداف اصلی مدیریت ارتباط با مشتری (CRM)[1] است و میزان اثربخشی آن، نقش مهمی در کسب مزیت رقابتی ایفا می­کند. بر همین اساس، هدف تحقیق حاضر ارائه مدلی برای ارزیابی اثربخشی مدیریت ارتباط با مشتریان با رویکرد فازی است. جامعه آماری این پژوهش کلیه مشتریان صنایع ماشین سازی تبریز کار می­باشد. به همین منظور بر اساس دیدگاه کیم و کیم[2](2009) پرسش نامه­ای طراحی و روایی و پایایی آن مورد سنجش و تأیید قرار گرفت. در راستای انجام تحقیق، مدلی پنج مرحله­ای بر مبنای منطق فازی طراحی گردید. در مرحله اول، سیستمی فازی طراحی شده که ورودی های آن شامل چهار بعد اثربخشی CRM و خروجی آن، نمره اثربخشی CRM می­باشد. در مرحله دوم، ورودی ها و خروجی ها پس از افرازبندی به اعداد فازی تبدیل شد. در مرحله سوم، قوانین استنتاج تبیین شد و در مرحله چهارم، فازی زدائی انجام گرفت . در مرحله نهایی، مدل آزمون ارزیابی شد و نتیجه آن اعتبار بالا را نشان داد. در نهایت، با استفاده از مدل طراحی شده، میزان اثربخشی مدیریت ارتباط با مشتریان در شرکت صنایع ماشین سازی تبریز کار ارزیابی و نتایج نشان داده که اثربخشی مدیریت ارتباط با مشتریان در شرکت مذکور با درجه عضویت 748/0، در حد متوسط می­باشد.



1- Customer Relationship Management(CRM)


2- Kim & Kim

کلیدواژه‌ها


عنوان مقاله [English]

Evaluating Customer Relationship Management Effectiveness Based on Fuzzy Inference System

نویسنده [English]

  • Houshang Taghizadeh
Professor, In Industrial Management,Islamic Azad University,Tabriz,Iran
چکیده [English]

Accommodating needs and supplies and presenting superior value to the customers are among the main goals of customer relationship management (CRM) and their effectiveness has a crucial role in gaining competitive advantage. Accordingly, the aim of this paper is presenting a model to evaluate the effectiveness of CRM through fuzzy approach. The statistical population consists of the customers of Tabriz-Kar Machine Manufacturing Industry. To do this, the researcher designed a questionnaire according to Kim & Kim (2009) viewpoint, and its validity and reliability were measured and approved. To conduct the research, a five-stage model was designed based on fuzzy logic. In the first phase, a fuzzy system was designed with the four dimensions of effective CRM as its inputs and the CRM effectiveness score as its output. In the second phase, the inputs and outputs were converted to fuzzy numbers after the classification. In the third phase, inference rules were explained, and in the fourth phase, defuzzification was carried out. In the final stage the model was tested and the results showed the validity of the model. Finally, by using the designed model, the effectiveness rate of CRM in Tabriz-Kar Machine Manufacturing Company was evaluated.The results show that the effectiveness of CRM in the company with the membership degree of 0.748 is on average rate.

کلیدواژه‌ها [English]

  • Customer Relationship Management (CRM)
  • fuzzy expert system
  • Fuzzy Inference

 

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