Using DEMATEL – ANP hybrid algorithm approach to select the most effective dimensions of CRM on innovation capabilities

Customer relationship management (CRM) and innovation are widely considered to be valuable capabilities associated with competitive advantage. CRM is a comprehensive guideline and process of management and data sharing with key customers to prompt supreme values of partnership and customers. Innovation is an important factor in setting successful mature firms apart from their competitors. Innovation capability assessments are methods to evaluate the innovation capability of enterprises, in particular, for the identification of their strengths, the improvement of their potentials, and for a good basis for a sustainable improvement of the innovation capability. The propose of this study is choosing the most effective dimensions of CRM by using the hybrid approach of Decision Making Trial and Evaluation Laboratory (DEMATEL) and Analytic Network Process (ANP). Thus, based on experiences of the industry firm, we draw the causal relations among innovation capabilities using DEMATEL mathematical model and determine their effects on each other. Then based on these causal relations, we choose the most effective dimensions of CRM by using the ANP model. At the result, “longterm cooperation” has the best score and can be said that it is the most effective dimensions and And then respectively followed by Customer relationship management technologyoriented, Customer participation, information sharing and consultation on problems.