PROPOSED APPROACH TO EVALUATE EFFECT OF E-CRM ON CUSTOMERS SATISFACTION OF E-COMMERCE WEBSITES

Electronic Customer Relationship Management (e-CRM) plays an important role in managing the activity of e-commerce websites. Correct implementation of information technology in e-commerce websites design can have positive influence not only on data processing, but also on the efficiency of e-commerce websites. The implementation of e-CRM is quite an expensive investment project for most enterprises, so it is very important to evaluate the effect of e-CRM on customers satisfaction. Customer satisfaction problem has multi hierarchal levels; each level includes many factors that have different weights. Therefore, the proposed approach based on multi levels, multi criteria, and cluster technique. In addition, a proposed evaluation algorithm is presented to evaluate and analyze the effect of e-CRM on customers satisfaction. Finally, a case study is used to explain and validate a proposed approach.