The Interpretive Structural Model Applied in Customer Relationship Assets Quantization

Abstract-Purpose:-Customer relationship as a measurement of assets, is the object of customer relationship management (CRM).the purpose of this paper is to through measuring the total assets of customer relationship in a scientific way and provide an effective way to overall understand of customer relationship management (CRM). Approach:-From the influence factors of customer relationship assets, using the method of interpretive structural model(ISM) which is contended in system engineering, to determine the relationship among the various factors which can influence customer relationship, and finally construct a measurement index system to measure customer relationship assets(CRA). Findings:-Customer relationships can be measured as an asset, and we can find a new way which basic on interpretive structural model to quantify customer relationship assets. Originality/value:-As one kind of firms´ intangible assets,customer relationship assets is very important to improve the competitiveness of enterprises, therefore how to measure and quantify customer relationship assets become very useful to customer relationship management.