A fuzzy group quality function deployment model for e-CRM framework assessment in agile manufacturing

The rapid growth of the Internet and the expansion of electronic commerce applications in manufacturing have given rise to electronic customer relationship management (e-CRM) which enhances the overall customer satisfaction. However, when confronted by the range of e-CRM methods, manufacturing companies struggle to identify the one most appropriate to their needs. This paper presents a novel structured approach to evaluate and select the best agile e-CRM framework in a rapidly changing manufacturing environment. The e-CRM frameworks are evaluated with respect to their customer and financial oriented features to achieve manufacturing agility. Initially, the e-CRM frameworks are prioritized according to their financial oriented characteristics using a fuzzy group real options analysis (ROA) model. Next, the e-CRM frameworks are ranked according to their customer oriented characteristics using a hybrid fuzzy group permutation and a four-phase fuzzy quality function deployment (QFD) model with respect to three main perspectives of agile manufacturing (i.e., strategic, operational and functional agilities). Finally, the best agile e-CRM framework is selected using a technique for order preference by similarity to the ideal solution (TOPSIS) model. We also present a case study to demonstrate the applicability of the proposed approach and exhibit the efficacy of the procedures and algorithms.

Research highlights
► A structured approach is proposed to select the best agile e-CRM framework.
► It is grounded in the quality function deployment (QFD) model.
► It uses real options analysis (ROA) to assess risks.
► It employs fuzzy sets and fuzzy logic to consider imprecise or vague judgments.
► It uses TOPSIS to aggregate qualitative and quantitative data.