摘要
为给商业银行开展客户关系管理(CRM)提供理论支持,文章从客户关系、服务水平、财务水平、管理能力四个方面提出了商业银行CRM质量的评价指标体系。在此基础上,通过分析各指标之间的关联影响关系构建了用于评价的ANP网络模型,并结合既能反映指标之间相互依存、反馈关系,又能刻画专家主观判断模糊性的Fuzzy-ANP提出了基于客户价值的商业银行CRM质量评价方法。通过一个案例演示了提出方法的具体操作过程,说明了该方法的应用可行性。
In order to provide theoretical supports to customer relationship management （CRM） for com- mercial banks, several quality evaluation indices are presented in view of four levels ： customer relation, service level, financial level and management ability. Based on these presentations, an ANP network model is construc- ted to perform evaluation, and a quality evaluation method is then established for evaluating the quality of CRM in commercial bank based on Fuzzy - ANP, which can reflect interdependence and feedback relationship among indices and depict the fuzziness of subjective judgment. Finally, a case is used to demonstrate the concrete op- eration process in the presented method and illustrates the application of the proposed method.
出处
《昆明理工大学学报（社会科学版）》
2013年第3期73-80,共8页
Journal of Kunming University of Science and Technology(Social Sciences)
基金
国家自然科学基金项目"基于复杂系统科学思维观的非线性ANP群组决策方法研究"(71261031)
教育部人文社会科学青年基金项目"基于非线性复杂系统观的群组ANP-BOCR决策方法研究"(10YJC630218)
云南省科技计划项目"价值和风险视域下的ANP决策分析方法研究"(2010ZC060)
关键词
客户价值
商业银行
客户关系管理
质量评价
模糊网络分析法
customer value
commercial bank
customer relationship management （CRM）
quality evalu- ation
Fuzzy - ANP
