Article: Improving the performance of customer relationship management regarding trust factors by a unique mathematical programming approach Journal: International Journal of Services and Operations Management (IJSOM) 2023 Vol.45 No.3 pp.401 - 425 Abstract: Nowadays, customers form the basis of any business. Undoubtedly, they are the most significant factor in the stagnation or development of the economic status of any commercial unit. Therefore, anticipating and meeting their needs and improving the quality of services are the most essential duties of the managers. Customer relationship management (CRM) is a competitive advantage that deals with customers and their satisfaction. In this context, trust factors play a significant role in the fulfilment and improvement of CRM. Using factor analysis and data envelopment analysis for a real case study, this study aims to assess the effect of different trust factors (including moral behaviour, commitment, brand, usability, privacy and security, and competence) on CRM success. The results indicated that usability exerted the most effect on CRM, whereas privacy and security had the least effect. To date, this is the first research on the application and implementation of trust factors to promote CRM efficiency. Inderscience Publishers - linking academia, business and industry through research

Title: Improving the performance of customer relationship management regarding trust factors by a unique mathematical programming approach

Authors: Mahdi Hamid; Shirin Ghasemi; Ahmad Ghasemkhani; Reza Ramezantabar

Addresses: School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran ' School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran ' School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran ' School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran

Abstract: Nowadays, customers form the basis of any business. Undoubtedly, they are the most significant factor in the stagnation or development of the economic status of any commercial unit. Therefore, anticipating and meeting their needs and improving the quality of services are the most essential duties of the managers. Customer relationship management (CRM) is a competitive advantage that deals with customers and their satisfaction. In this context, trust factors play a significant role in the fulfilment and improvement of CRM. Using factor analysis and data envelopment analysis for a real case study, this study aims to assess the effect of different trust factors (including moral behaviour, commitment, brand, usability, privacy and security, and competence) on CRM success. The results indicated that usability exerted the most effect on CRM, whereas privacy and security had the least effect. To date, this is the first research on the application and implementation of trust factors to promote CRM efficiency.

Keywords: performance evaluation; customer relationship management; CRM; trust; data envelopment analysis; DEA.

DOI: 10.1504/IJSOM.2023.132463

International Journal of Services and Operations Management, 2023 Vol.45 No.3, pp.401 - 425

Received: 16 Jan 2021
Accepted: 02 Apr 2021
Published online: 21 Jul 2023 *

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Title: Improving the performance of customer relationship management regarding trust factors by a unique mathematical programming approach

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