Document Type : Original Article
Authors
1
PhD Student in Business Management, Department of Business Management, Faculty of Economics and Management, Islamic Azad University, Science and Research Branch, Tehran, Iran
2
Associate Professor of Business Management, Faculty of Economics and Management, Islamic Azad University, Science and Research Branch, Tehran, Iran
3
Professor of Business Management, Department of Business Management, Faculty of Economics and Management, Islamic Azad University, Science and Research Branch, Tehran, Iran
4
Assistant Professor of Business Management, Department of Management and Accounting, Faculty of Management and Accounting, Islamic Azad University, Qazvin Branch, Qazvin, Iran
Abstract
One of the most common ways of commercial activities in a current era is electronic business in a way that it turns to be the most principal tool of financial trade in developed countries. This research tends to present the model for optimization of marketing successfulness and customer relationship management in electronic businesses and electronic services. The current research is descriptive-scrolling in terms of nature and method that is emerged by approach. The statistical society consists of 2500 of active customers in the area of electronic services.
Fuzzy Delphi method, analytical hierarchy process, fuzzy network analysis, the process of fuzzy network analysis is used for data analysis. The findings showed that after ranking the factors, the criterion of price in a 14th place, the criterion of sales promotion in a 7th place, the criterion of branding in a 1th place, the criterion of perceptual/emotional factors in a 11th place, the criterion of hardware facilities in a 5th place, the criterion of software facilities in a 2th place, the criterion of social medias in the 4th place, the criterion of technologic features in the 3th place, the criterion of networking in a 5th place, the criterion of innovation in a 13th place, the criterion of customer orientation in the 8th place, the criterion of digital marketing in a 15th place, the criterion of inter organizational factors in a 12th place, the criterion of marketing in a 10th place, the criterion of customer relationship management in a 8th place.
Keywords
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