| 基于层次分析法的CRM绩效评价研究 |
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| 引用本文： | 华瑶,宋媛媛,吴洁.基于层次分析法的CRM绩效评价研究[J].长春大学学报,2011(11):19-22. |
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| 作者姓名： | 华瑶 宋媛媛 吴洁 |
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| 作者单位： | 东北电力大学经济管理学院; |
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| 摘 要： | 基于当前市场的激烈竞争形势,构建了影响企业CRM绩效的指标体系,确立了影响CRM绩效的4个关键维度：顾客感知价值、顾客满意、顾客忠诚、行为倾向;结合层次分析法的相关原理,建立了CRM绩效模糊评判模型,并得出只有顾客忠诚和顾客满意对CRM的绩效有显著影响的结论。
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| 关 键 词： | CRM绩效 层次分析法 行为倾向 |
Research on CRM Performance Evaluation Based on Analytic Hierarchy Process |
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| HUA Yao,SONG Yuan-yuan,WU Jie.Research on CRM Performance Evaluation Based on Analytic Hierarchy Process[J].Journal of Changchun University,2011(11):19-22. |
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| Authors: | HUA Yao SONG Yuan-yuan WU Jie |
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| Institution: | HUA Yao,SONG Yuan-yuan,WU Jie(School of Economics and Management,Northeast Dianli University,Jilin 132012,China) |
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| Abstract: | According to the current situation of fierce market competition,this paper constructs the index system that effects CRM performance and gives the four key dimensions influencing CRM performance,including customer perceived value,customer satisfaction,customer loyalty and behavior tendency.Combining with the correlation theories of analytic hierarchy process,it establishes the fuzzy evaluation model of CRM performance and it comes to a conclusion that customer satisfaction and customer loyalty have a signifi... |
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| Keywords: | CRM performance analytic hierarchy process behavior tendency |
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