Developing a Framework for Evaluation Customer Relationship Management: A Case Study of NKGC Gas Company

In today's competitive world in which customers are thought of as competitive advantages, customer relationship management is one of the most fundamental determinants of organizational success. Correct knowledge and evaluation of performance resulting from using this model is a concern of scholars and corporate managers around the world. Since relationship with customers in service organizations such as Iranian Gas Company is more tangible and relevant, customer relationship management enjoys greater significance. The general theme of newer models and frameworks of performance is an attempt to connect performance indices to organizations long-run strategy and landscape. The aim of this paper is to evaluate the performance of North Khorasan Gas Company in the process of customer relationship management on the basis of CRM Balanced Scorecard as a based model on balanced Scorecard framework using multiple-criteria decision-making. In this study, in order to determine these factors in each of the four perspectives of CRM Scorecard, after extracting the primary factors from literature review and interviewing experts, an Analytic Network Process (ANP) model was used to rank criteria and DEMATEL was employed to identify the relationships among main variables. The analysis of resulting data was performed in software (EXCEL and Superdesision software) environment. According to the obtained results, in North Khorasan Gas Company the customer perspective among the four perspectives of CRM Scorecard is a high rank aspect.