Performance comparison based on customer relationship management using analytic network process

Oztaysi B., Kaya T., KAHRAMAN C.

EXPERT SYSTEMS WITH APPLICATIONS, vol.38, no.8, pp.9788-9798, 2011 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 38 Issue: 8
  • Publication Date: 2011
  • Doi Number: 10.1016/j.eswa.2011.01.170
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Page Numbers: pp.9788-9798
  • Istanbul Technical University Affiliated: Yes


Customer relationship management (CRM) is a multi-perspective business paradigm which aims maximizing the benefits gained from relationships with customers. The aim of this paper is to compare the CRM performances of e-commerce firms using a multiple criteria decision making (MCDM) approach. Analytical network process (ANP) is a MCDM methodology which can take the inner and outer dependencies among multiple criteria into consideration. As there are dependencies among CRM performance evaluation criteria, ANP is used for comparing the CRM performances of the e-commerce firms under consideration. A sensitivity analysis also provided in order to monitor the robustness of the proposed ANP framework to changes in the weights of evaluation criteria. To the authors' knowledge, this will be the first study which evaluates CRM performance using ANP. (C) 2011 Elsevier Ltd. All rights reserved.