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Research on CRM Performance Evaluation of Non-profit Organizations

Author: ShenWen
Tutor: KongRui
School: Chinese Geology University (Beijing)
Course: Business Administration
Keywords: Non-profit organizations Customer Relationship Management Performance Evaluation Index system
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 200
Quote: 0
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Abstract


With the advent of the information economy and economic globalization, China's non-profit organizations are increasingly grow and develop, increasing competition in the field of social services. Enterprise applications increasingly wide range of customer relationship management (CRM) have gradually become part of the field of view of the non-profit organization. Its help, the organization can better understand customer needs more closely to maintain relationships with customers and provide high quality, personalized service, so as to continuously enhance their competitiveness and gain a competitive advantage. Which have led to a new problem - the non-profit organization CRM performance evaluation. The purpose of this study is to enrich the research in the field, is a non-profit organization established CRM performance evaluation system. In this study, the non-profit organization, based on the theory of customer relationship management and performance evaluation to define the concept, drawing on Balanced Scorecard state-of-the-art performance evaluation tools, customer relationship management process from a non-profit organization, the organization management, organization staff, interviews with organizational customers and external experts CRM performance factors of the non-profit organization, which is determined on the basis of CRM performance evaluation index of non-profit organizations, to build a non-profit organization CRM performance evaluation index system. Analytic Hierarchy Process to determine the index weight, four population groups in non-profit organizations CRM performance evaluation by questionnaire. The use of fuzzy comprehensive evaluation method analysis and processing of the survey data, the final overall evaluation of the organization of CRM performance. To illustrate the practical application of the index system, the study also chose a typical non-profit organizations to carry out field research and validation of analytical CRM performance evaluation index system constructed in this study. Analyze the existing problems of the organization at this stage CRM According to the survey results, and given targeted solutions. Nonprofit organizations in China, there are many common problems in the evaluation of the performance of customer relationship management, CRM performance evaluation system constructed in this study non-profit organization in the non-profit organization with promotion, but there will be a non-profit organization application process the difference. In addition, the study expanded the scope of application of the CRM performance evaluation, regardless of whether the organization to implement CRM system, CRM performance evaluation, which has a certain academic value and practical significance.

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