A Fuzzy ANP Based Grey Relational Approach to Evaluate CRM System in Context of Bangladesh

Abstract

This study aims to select a suitable CRM (customer relationship management) system among different possible alternatives for organization’s in Bangladesh. Since, evaluating CRM system on the basis of lot of attributes leads us to Multiple-criteria decision analysis (MCDA) problems. In this study, a hybrid MCDA models were used. FuzzyANP (Analytic Network Process) and GRA (Grey Relational Analysis) approaches were adopted to solve the problem. The study explored that the Hubspot CRM was optimal solution in context of Bangladesh. Our research will beneficial to the organizing for better customer support. As far our knowledge goes, this is the first attempt to select CRM softwares in context of Bangladesh.

Keywords: Analytic network process; Customer relationship management system; Grey relational analysis; Multiple-criteria decision analysis

DOI: 10.7176/IKM/11-4-06

Publication date:June 30^th 2021