Bulanık AHP metodunun müşteri ilişkileri yönetimi stratejisi seçimi problemlerine uygulanması

Since the early 90's, in the business world, the need to become more customer-focused has emerged and customer relationship management (CRM) has been set as a top priority. However, many CRM implementations have failed because of faulty strategies and inappropriate changes in business processes. In this thesis, CRM is defined as a company-specific corporate roadmap determining the priority of the key areas of change of the company for an excellent CRM adaptation, which requires an integrated approach of people, process and technology. Also, three strategies which should be considered when adopting CRM are determined: Technology-based CRM, Process-based CRM and Customer-based CRM.The selection of CRM strategy is identified as a multi-criteria decision (MCDM) problem. The fuzzy version of the analytical hierarchy process method (AHP) is preferred in this study due to its capability to provide necessary means to deal with the subjectivity and vagueness in MCDM problems. The triangular fuzzy number and the linguistic variable are the two main concepts to assess the preference ratings of linguistic variables, importance and appropriateness.Data are obtained from the interview with the manager of the HR department for the organization criteria, the Six Sigma Black Belts for the process criteria and the IT analysts for the technology criteria. The criteria are evaluated to obtain the preference degree associated with each strategy alternative for selecting the most appropriate scenario for the company. The extent fuzzy approach helps to eliminate the ambiguities involved in the data and to make a more effective decision.