Open Journal Systems


Shannon Agredo, Enrique Mu, Catherine Vella


Although several Customer Relationship Management (CRM) evaluation frameworks have been developed in the past years, they are usually complex, oriented toward large organizations and from the firm’s perspective only. This study proposes a CRM evaluation model which is simple for a small business to use and takes into account three different perspectives: the business, the staff and the customer. The need for this model arose when one of the co-authors had to evaluate and select a CRM system suitable for a small business. Also, although the evaluation will be done within the context of a specific business, this model and the multiple perspective approach can be used with minimum modifications as an evaluation and reference tool for other CRM decision-makers in small service businesses.


customer relationship management; CRM evaluation; AHP; CRM perspectives

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