CRM Performance Measurement Using AHP and CRM Scorecard

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F14%3A86090044" target="_blank" >RIV/61989100:27510/14:86090044 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
CRM Performance Measurement Using AHP and CRM Scorecard
Original language description
This research examines the application of the AHP (analytic hierarchy process) method for the CRM (customer relationship management) performance measurement in B2B (business to business market). The aim of the paper is to define rank of factors measuringCRM performance. In the first part of the paper, theoretical base is described considering CRM performance measurement issue and the CRM Scorecard description. Research methodology introduces the AHP method. The following part of the paper deals with the application of the AHP method ? identification of factors measuring CRM performance, calculating coefficients for each factor via group of experts (managers of companies on the B2B market), ranking the factors in accordance with their importance. Thisstudy reveals fundamental factors important in the CRM performance measurement models in the B2B market.
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
IDIMT-2014 : Networking Societies - Cooperation and Conflict : 22nd Interdisciplinary Information Management Talks : Sept. 10-12, 2014, Poděbrady, Czech Republic
ISBN
978-3-99033-340-2
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
345-352
Publisher name
Trauner
Place of publication
Linz
Event location
Poděbrady
Event date
Sep 10, 2014
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000346148300038

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