Improving the performance of customer relationship management regarding trust factors by a unique mathematical programming approach
by Mahdi Hamid; Shirin Ghasemi; Ahmad Ghasemkhani; Reza Ramezantabar
International Journal of Services and Operations Management (IJSOM), Vol. 45, No. 3, 2023

Abstract: Nowadays, customers form the basis of any business. Undoubtedly, they are the most significant factor in the stagnation or development of the economic status of any commercial unit. Therefore, anticipating and meeting their needs and improving the quality of services are the most essential duties of the managers. Customer relationship management (CRM) is a competitive advantage that deals with customers and their satisfaction. In this context, trust factors play a significant role in the fulfilment and improvement of CRM. Using factor analysis and data envelopment analysis for a real case study, this study aims to assess the effect of different trust factors (including moral behaviour, commitment, brand, usability, privacy and security, and competence) on CRM success. The results indicated that usability exerted the most effect on CRM, whereas privacy and security had the least effect. To date, this is the first research on the application and implementation of trust factors to promote CRM efficiency.

Online publication date: Fri, 21-Jul-2023

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