A new hybrid method based on fuzzy Shannon’s Entropy and fuzzy COPRAS for CRM performance evaluation (Case: Mellat Bank)

Document Type : Research Paper


1 Faculty of Management, University of Tehran

2 Farabi Campus University of Tehran


Customer relationship management is a multiple perspective business paradigm which helps companies gaining competitive advantage through relationships with their customers. An integrated framework for evaluating CRM performance is an important issue which is not addressed completely in previous studies. The main purpose and the most important contribution of this study is introducing a framework based on the integration of two novel MCDM methods. In this regard, first, by the survey of related literature, five main criteria of the CRM performance measurement were identified. In the second step, by means of judgmental sampling, a committee of 20 experts of Mellat Bank and its three subsidiary branches were formed and their idea about the importance of the five CRM evaluation criteria was extracted through questionnaire. Fuzzy Shannon’s entropy was applied for calculating the relative importance. In the third step, for demonstrating the applicability of the model three subsidiary branches which were applying CRM systems, were ranked by fuzzy COPRAS based on their CRM performance.


Main Subjects

Article Title [فارسی]

ارائه یک روش ترکیبی نوین براساس آنتروپی شانون فازی و کپراس فازی به منظور ارزیابی عملکرد مدیریت ارتباط با مشتری (مورد مطالعه: بانک ملت)

Authors [فارسی]

  • الهام ابراهیمی 1
  • محمدرضا فتحی 1
  • حمیدرضا ایرانی 2
1 دانشکده مدیریت دانشگاه تهران
2 پردیس فارابی دانشگاه تهران
Abstract [فارسی]

مدیریت ارتباط با مشتری یک پارادایم چندبعدی در کسب و کار است که به سازمان‌ها کمک می‌کند از طریق ارتباط با مشتریان خود مزیت رقابتی کسب کنند. هدف اصلی این مقاله ارائه یک مدل مناسب جهت ارزیابی عملکرد مدیریت ارتباط با مشتری با استفاده از روش‌های تصمیم‌گیری چند شاخصه فازی است. در این راستا، ابتدا از طریق مطالعه کامل ادبیات تحقیق پنج شاخص اصلی ارزیابی عملکرد مدیریت ارتباط با مشتری شناسایی شد. در گام دوم با استفاده از روش نمونه‌گیری قضاوتی کمیته‌ای 20 نفره از متخصصین سه شعبه بانک ملت تشکیل شده و نظرات آنان در مورد اهمیت شاخص‌های اصلی ارزیابی عملکرد مدیریت ارتباط با مشتری از طریق پرسشنامه اخذ گردید. سپس با استفاده از روش آنتروپی شانون فازی اوزان این پنج شاخص محاسبه شد. در گام سوم به منظور نشان دادن کاربست پذیری مدل، سه شعبه بانک که از سیستم‌های مدیریت ارتباط با مشتری استفاده می‌کردند با استفاده از روش فازی کپراس براساس عملکردشان در زمینه مدیریت ارتباط با مشتری رتبه‌بندی شدند.

Keywords [فارسی]

  • مدیریت ارتباط با مشتری
  • ارزیابی عملکرد
  • تصمیم گیری چندشاخصه
  • آنتروپی
  • کپراس
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