Abstract
The complexity of a competitive business environment and increased customer expectations has revealed the necessity of awareness from organizational strengths and weakness and continuous improvement of productivity. Thus, today's managers seek a comprehensive, reliable and flexible solution to evaluate their organizations' performances so that they will obtain accurate and sufficient information of their positions while ensuring the implementation of their own strategies, and will improve their organizations with a future-oriented view. This performance management research, specifically measures the customer relationship management (CRM) in business to business (B2B) area using balanced scorecard (BSC) for determination of CRM indicators and fuzzy analytic network process (FANP) to determine CRM indicators and sub-indicators in a case study on MAPNA organization in order to provide for a ground for CRM efficiency improvement in this organization.
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