A Data Envelopment Analysis Method for Evaluating Performance of Customer Relationship Management

Document Type : Research Paper


Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran


Customer relationship management (CRM) is one of the fastest growing management approaches which can lead to stronger competitive position, resulting in larger market share and profitability. In this study, CRM efficiency among the customers of the Iranian banks is analyzed using a network data envelopment analysis (NDEA) approach. To implement CRM in the NDEA model, input, intermediate and output variables are service quality, customer satisfaction and customer loyalty, respectively. This research is a descriptive survey in which the total customers of different Iranian banks in Isfahan comprise the statistical population. The sample included 420 people that were selected by cluster sampling. After distributing questionnaires, only 245 questionnaires were completed. The model is tested via PLS path modeling and confirmed. To rank banks performance, NDEA model is used. Results show the power of NDEA model in the differentiation of the banks since there are no two banks with the same rank. The efficiency of sub-process is also presented to extract the reason of inefficiency in the total process. Because of the adopted research approach, the research results may lack generalization. Therefore, researchers are encouraged to test the proposed propositions further. The paper includes a model for assessing CRM with NDEA model and helps managers rank their companies in the customers' point of view.


Main Subjects

Article Title [فارسی]

کاربرد تحلیل پوششی داده ها در ارزیابی عملکرد سیستم مدیریت ارتباط با مشتری

Authors [فارسی]

  • سمانه کریمی قرطمانی
  • احمدرضا شکرچی زاده
  • ناصر خانی
گروه مدیریت، دانشگاه آزاد اسلامی واحد نجف آباد، نجف آباد، ایران
Abstract [فارسی]

مدیریت ارتباط با مشتری (CRM) یکی از روش های مدیریتی با سرعت رشد بالا است که منجر به بهبود موقیت رقابتی، سهم بازار بیشتر و سود آوری می گردد. در این مقاله، عملکرد CRM در بین مشتریان بانک های ایرانی با استفاده از تکنیک تحلیل پوششی داده های شبکه ای(NDEA) مورد ارزیابی قرار گرفته است. برای پیاده سازی CRM در مدل NDEA متغیرهای ورودی، میانجی ​​و خروجی به ترتیب کیفیت خدمات، رضایت مشتری و وفاداری مشتری هستند. روش تحقیق، توصیفی پیمایشی می باشد که جامعه آماری کل مشتریان بانک های ایرانی در شهر اصفهان می باشند. حجم نمونه 420نفر است که با استفاده از روش نمونه گیری خوشه ای انتخاب شده اند. با توضیح پرسشنامه ها تنها 245 پرسشنامه تکمیل گردید. مدل با کمک مدلسازی ساختاری PLS آزمایش شده و تایید گردید. برای ارزیابی و رتبه بندی عملکرد بانک ها، از مدل NDEA استفاده شده است. نتایج نشان دهنده که قدرت مدل NDEA در تمایز رتبه های بانک ها می باشد چرا که هیچ دو بانک با رتبه یکسان وجود ندارد. کارایی فرایندهای فرعی نیز به منظور بررسی دلیل عدم کارآیی کل فرایند ارائه شده است. این مقاله شامل یک مدل ارزیابی CRM با استفاده از تکنکیک NDEA می باشد که به مدیران کمک می کند تا سازمان خود را از دیدگاه مشتری مقایسه کنند.

Keywords [فارسی]

  • تحلیل پوششی داده ها
  • مدیریت ارتباط با مشتری
  • DEA شبکه ای
  • کیفیت خدمات
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