Ranking Factors Influencing the Performance of CRM in Banking Industry Using GAHP Approach

The aim of this research is to rank the factors affecting the performance of customer relationship management in the banking industry. To identify the most important factors affecting the performance of customer relationship management the published articles were reviewed, and a hierarchical model was developed. A group hierarchy analytical process (GAHP) method has been used to determine the priority of the criteria. The statistical population of this study consists of banking experts in Bushehr province and professors of the Persian Gulf University in management, and seven of them have been selected as samples. Using their viewpoint, the weight of the criteria was calculated. Prioritizing the identified criteria was done using group hierarchy analysis. The findings show that among the main factors, the sub Structural criterion with a weight of 61% is the most important factor in improving the performance of customer relationship management. On the other hand, among the sub-criteria, "people" and "customer focus" are the most important. This research can help managers of banks to have a better relationship with their customers and achieve more achievements in customer relationship management. Also, this research could be the basis for other research in the field of customer relationship management. The findings of this study can also be seen as the basis for further research on customer relationship management.