Assessing and ranking the factors that influence on e-CRM by Fuzzy AHP

The purpose of this research is to ranking the major factors that influence the electronic customer relationship management (e-CRM) and determine the most important factors that help to get a better CRM system in a virtual space. We analyze five factors that are service quality, customer involvement, customer satisfaction and price and gather questionnaires from the customers of Isfahan websites. In order to analyze the results with fuzzy AHP customer involvement get the highest rank and it show that managements should consider the importance of customer participation to gain profit in virtual space, and other factors are ranking by their effect on e-CRM as: service quality, price and customer satisfaction.

Keywords:

CRM , e-CRM , Fuzzy AHP