• An Analytic Model for Developing Strategies of Customer Relational Management

Abstract

The study of customer relationship management (CRM) used to discuss either how the relational benefit influenced the customers' promises and the customers’ satisfaction, or how companies utilized relational bond strategies to increase customers’ loyalty. However, an ideal CRM management tool by incorporating these two concepts has not been developed. Thus, in this study, we propose an analytical model for developing customer relationship management strategies. Based on quality function deployment, our model constructs a fuzzy relational matrix to integrate the customer relational benefit and the relational bond strategies. The H Department Store is adopted in this study as an empirical case, and the result shows that our model could serve as a managerial tool of the company to track and examine the performance of CRM systematically and regularly. Furthermore, our model also could help managers to deal with the fitness between the customer relational benefits and the relational bond strategies when evaluating and selecting CRM strategies to strengthen customers’ satisfaction and loyalty.

Keywords: Customer relational benefit, Customer relational bond strategy, Quality function deployment, Fuzzy analytic hierarch process