Modern Research in Decision Making

Designing a Fuzzy Inference System Model for Selecting Social Customer Relationship Management Strategies (case study of Insurance industry)

Document Type : Original Article

Authors

Zahra Ghorbani 1
ameneh khadivar 2
Seyed Hamid Khodadad Hosseini 3

1 PhD Student, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

2 Associate Professor, Department of Management ,Faculty of Social Sciences and Economics Alzahra University.Tehran Iran

3 Professor, Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

Abstract
Selecting an appropriate social customer relationship management strategy is recognized as one of the most important factors for success in implementing this technology. Based on this, in this research, the design of a model for selecting social customer relationship management strategy using a fuzzy inference system was addressed. The present research is a applied-development study in terms of purpose and a mixed-methods research in terms of nature. To achieve the research objective, the required data were first collected through literature review and interviews with experts, and then a hybrid fuzzy inference system consisting of two fuzzy expert systems was designed to select a social customer relationship management strategy. The first expert system was created by integrating three subsystems: organizational factors, customer factors, and environmental factors. Following this, a single-layer inference system was designed to address strategy factors. The research statistical population in the qualitative section consisted of academic and industry experts in the field of marketing and customer relationship management, 13 of whom was selected as samples through the snowball sampling method. In the phase of formulating the rules of the fuzzy inference system, 46 insurance industry experts were selected through convenience sampling. To analyze the interview data, content analysis was used, and to develop a model for selecting social customer relationship management strategies, the fuzzy inference system method was employed using MATLAB software. The results indicate that the designed system has good validity.

Keywords

Social Customer Relationship Management (SCRM)
Social Customer Relationship Management Strategy
Selection of Social Customer Relationship Management Strategy
Fuzzy Inference System
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Modern Research in Decision Making
Volume 10, Issue 1
Spring 2025
Pages 67-95

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