Selection of CRM software in hospitality industry by integrated DEMATEL and TODIM method

Abstract

Customer relationship management (CRM) is one of the most important issues for business sustainability. Businesses that put the customer at the center of their activities and use their relations with their customers efficiently, provide competitive advantage over competitors and strengthen their current position in the market. As customer relationship management becomes a necessity, CRM software is developed by technology companies around the world. The abundance of software alternatives and selection criteria makes CRM software selection difficult. Being used by many departments in accommodation businesses, selection of this software by the consensus of department managers is gaining great importance. In this study, the selection of CRM software for a five-star accommodation company operating in Antalya is discussed. Delphi technique was used to determine and eliminate criteria. DEMATEL method was used to calculate the weights of the determined criteria. Using the weights obtained as input to the TODIM method the most suitable CRM software for the enterprise has been determined.