Ranking branches of System Group company in terms of acceptance preparation of electronic customer relationship management using AHP method

Abstract

The purpose of performing of this research is to determine the importance and effectiveness of major factors on electronic customer relation management (ECRM) capabilities in System Group branches. Also it is specified which changes should be created by this company to implementing such system and which capabilities should be stressed in order to gain success based on the existing circumstances in each of the branches. A hierarchical model based on six major dimensions and sixteen indexes has been applied in this research to evaluate preparation of System Group branches for accepting of electronic customer relation management. In this research AHP method is applied to analyze data and Expert Choice software is used as analysis tool. Research results revealed that strategy has the most importance and priority among major factors of preparation for implementing of electronic customer relation management system. Also among the branches of the group that are called hereinafter as "Base", Tehran North Base has the priority in implementation with regard to main dimensions and indexes. © 2010 Published by Elsevier Ltd.