An Analysis of Customer Relationship Management Antecedents using Fuzzy TOPSIS and Fuzzy DEMATEL techniques

The main objective of this study is to identify and analyze the antecedents of customer relationship management using fuzzy TOPSIS (Fuzzy The Technique for Order of Preference by Similarity to Ideal Solution) and fuzzy DEMATEL (Fuzzy Decision Making Trial and Evaluation Lab) techniques. In this research, first, through reviewing the literature and surveying Experts, the antecedents of customer relationship management are identified, and then, using the fuzzy TOPSIS technique, these factors are prioritized. The statistical population of this study consists of 10 Experts of Ghavamin Bank. Then, using the fuzzy DEMATEL technique, the impact and affectability of the factors are studied. According to the results, it can be concluded that data mining (of customer information) is the factor with the highest priority. Also, expand the use of information technology is considered the most important cause (the most influential indicator) and creation customer relationship management strategy is considered the most important effect (the most impressible indicator).