An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management

摘要: Since the early 1990s, integrated marketing communication (IMC) has become accepted practice in field. An increasing number of researchers consider strategies IMC as offering key competitive advantages associated with customer relationship management. This paper develops an evaluating model for selecting to solidify relationships existing customers based on quality function deployment (QFD) approach incorporating fuzzy analytic hierarchy process (FAHP) method. is a concept by which company systematically coordinates its multiple messages and different channels integrates them into cohesive consistent communications mix. Furthermore, fostering long-term constitutes essential part from strategic perspective. The QFD not only able incorporate voice (VOC) but also provides systematic planning tool information elements make appropriate decisions effectively efficiently. In addition, FAHP method can reduce imprecision improve judgment when determining relative importance benefits. proposed proven useful value department store presenting results empirical study. Managers could apply this re-examine their own ensure that satisfy or maintain purpose benefits order continually facilitate evolution activities.