عنوان مقاله [English]
نویسنده [English]چکیده [English]
Abstract: In current competitive environment, most of companies and organizations try to encourage customers using information and communication tehnologies. Therefore, electronic customer relationship management (e-CRM) is one the most important issues in business and academia. In roder to adopt and implement e-CRM and its information systems, companies should evaluate their readiness at first. Then they are supposed to decide to accept or reject e-CRM systems according to some influencing factors. These influencing factors have different importance, and we try to evaluate their own impacts in e-Commerce environment. Hence, a conceptual model will be developed for e-CRM adoption using Structural Equation Modeling (SEM), and then the influencing rate of each factor will be discussed. Afterwards, we try to prioritize the influencing factors using Fuzzy Analytical Hirarchy Process (FANP). Comparison of these two prioritization techniques can make us sure about the results of SEM.
Keywords: Electronic Customer Relationship Management (e-CRM), e-Commerce, Influencing Factors, Influencing Factors