Investigating antecedents of customer relationship management using interval type-2 fuzzy FMEA approach

Abstract

Nowadays, processes of customer identification, selection, acquisition, development, and retention are advantageous for organisations. However, poor understanding of customer relationship management (CRM) by businesses is one of the problems raised in this field. Thus, this study sheds light on the antecedents of CRM using type-2 fuzzy failure mode and effects analysis (FMEA). Following the review of the relevant literature and experts' opinions, 29 essential factors within a total number of seven domains were identified. The weight of the risk factors was assessed via type-2 fuzzy analytic hierarchy process (AHP), and they were then prioritised through the type-2 fuzzy technique for order of preference by similarity to ideal solution (TOPSIS). The results of the study revealed that the domains of organisational knowledge management, integrity in information systems, and focus on profitable customers had a more relative degree of closeness than four other domains.