Questionnaire of Alternative for TOPSIS Method
Rationale
In today's digital landscape, e-commerce has transformed business-customer interactions, making the adoption of electronic customer relationship management (e-CRM) essential for success However, selecting an effective e-CRM strategy poses challenges, as businesses must balance various factors, including customer satisfaction, cost efficiency, and technological feasibility.
Incorporating a reliable TOPSIS-neutral approach can enhance the evaluation of e-CRM techniques, leading to more accurate and trustworthy results This methodology aids businesses in identifying the most effective e-CRM strategies, ultimately improving customer satisfaction, reducing costs, and enhancing overall performance.
The Single-Valued Neutrosophic Approach-TOPSIS has proven effective in various applications, such as investment project selection and supplier evaluation Research highlights its versatility, including a sustainable supplier selection model for the Iranian automotive industry that combines TOPSIS with intuitionistic fuzzy sets to assess suppliers against six criteria (Memari et al., 2019) Additionally, the neutrosophic TOPSIS method addresses uncertainties in decision-making, forming the basis for a group decision-making framework for selecting smart medical devices in healthcare (Abdel-Basset et al., 2019) A nonlinear programming method for single-valued neutrosophic TOPSIS enhances decision-making accuracy by considering uncertainties (Biswas et al., 2019) Furthermore, the article “Customer Satisfaction as a Mediation between Micro Banking Image, Customer Relationship, and Customer Loyalty” explores the interplay between these factors, revealing that customer satisfaction mediates the relationship between micro-banking image and customer loyalty (Hayati et al., 2020).
The case study of ABB Vietnam, a leading technology firm in energy and automation, provides valuable insights into the advantages and challenges of implementing electronic Customer Relationship Management (e-CRM) By employing the Single-Valued Neutrosophic-TOPSIS technique, businesses can make informed and effective decisions in selecting an optimal e-CRM strategy Notably, this paper represents the first application of the Single-Valued Neutrosophic-TOPSIS method in evaluating e-CRM strategies, showcasing its potential across various sectors.
Objective
This study aims to establish a decision-making framework utilizing the single-valued neutrosophic linguistic TOPSIS method for effective E-CRM strategy selection The framework is designed to assist companies in identifying E-CRM techniques that enhance customer management and retention, ultimately leading to greater commercial success.
– To evaluate the literature on multi-criteria decision-making methods and E-CRM strategy selection, with a focus on the TOPSIS methodology and its use in corporate decision-making
– To list the important criteria and variables that ABB Automation and Electrification (Vietnam) Company Limited considers while choosing its E-CRM methods
To assess the preferences and perspectives of stakeholders at ABB Automation and Electrification (Vietnam) Company Limited, including clients, employees, and management, a thorough evaluation of their insights regarding the selection of an E-CRM strategy will be conducted.
– Applying the single-valued neutrosophic linguistic TOPSIS technique will allow you to assess and rank the various E-CRM plans according to the aforementioned factors and stakeholder preferences
ABB Automation and Electrification (Vietnam) Company Limited, along with other businesses aiming to enhance their E-CRM strategies, can benefit significantly from implementing the proposed decision-making framework This framework provides actionable insights that enable firms to optimize customer relationship management, ultimately leading to improved customer satisfaction and business performance By adopting these strategies, companies can effectively navigate the complexities of the digital landscape and foster stronger connections with their clients.
Scope and object
This research focuses on ABB Automation and Electrification (Vietnam) Company Limited, aiming to integrate the SVN-TOPSIS method for selecting an effective E-CRM strategy The study proposes solutions to optimize this selection process based on the achieved results and highlights the importance of effective E-CRM strategy selection for businesses While centered on ABB Vietnam, the findings may also be relevant to other industrial companies Ultimately, the research seeks to provide valuable insights into the effectiveness of the SVN-TOPSIS method in E-CRM strategy selection and its broader applicability within the industrial sector.
This research focuses on evaluating the E-CRM strategy of a specific company to improve its selection process Utilizing a case study approach, the study will analyze the current E-CRM strategy, identifying strengths, weaknesses, and opportunities for development The goal is to offer actionable suggestions and insights that will enhance the company's E-CRM strategy selection.
Research methodology
The article "Selecting Effective e-CRM Strategy by an Integration of Single-Valued Neutrosophic-TOPSIS: A Case Study of ABB Vietnam" explores a research methodology focused on identifying an efficient e-CRM approach for ABB Vietnam This is achieved through the application of the single-valued neutrosophic-TOPSIS method, which evaluates the criteria for selecting an effective e-CRM strategy using a single-valued neutrosophic linguistic set.
The TOPSIS method is employed to rank options based on their proximity to the ideal choice, demonstrated through a case study of ABB Automation and Electrification (Vietnam) Company Limited The study involves interviews with key stakeholders and document analysis, providing valuable insights The findings aim to assist other businesses in Vietnam's automation and electrification sector in selecting an effective E-CRM strategy.
Structure of report
Chapter 1 provides an overview of ABB Automation and Electrification (Vietnam) Company Limited, highlighting its background, growth trajectory, and expertise in robotics, automation, and electrification technologies Additionally, it examines ABB's advancements in robotics development, showcasing the company's commitment to innovation in these critical fields.
This chapter outlines ABB Vietnam CO., LTD's current standing and long-term goals in the automation and robotics sector, highlighting four key initiatives along with their e-CRM strategy and customer-centric approach.
Chapter 2 of the Literature Review underscores the critical elements of Customer Relationship Management (CRM) and Electronic Customer Relationship Management (ECRM), focusing on privacy protection, social media integration, and human resources It suggests that leveraging advanced tools such as Single Value Neutrosophic sets and TOPSIS techniques can enhance system effectiveness Prioritizing social media and human resources is shown to boost customer loyalty and productivity The review highlights the necessity of considering a diverse range of business-related factors for optimal outcomes.
Chapter 3: Methodology outlines a systematic approach for evaluating options by utilizing the TOPSIS method and Single Value Neutrosophic (SVN) sets This methodology enhances the efficiency and accuracy of the evaluation process, providing a structured framework for selecting the optimal choice based on established criteria.
Chapter 4 presents the results of evaluating various E-CRM strategies through the SVN-TOPSIS model, identifying A5 as the preferred strategy due to its highest weighted score Sensitivity evaluations confirm the reliability and effectiveness of this decision-making approach in selecting the optimal option for any situation.
In Chapter 5, the conclusion highlights that the study identifies the optimal e-CRM strategy for ABB Vietnam, prioritizing the Customer Experience Strategy This approach accounts for the inherent uncertainties in business criteria and emphasizes the importance of customization and regular updates Furthermore, it advocates for the implementation of integrated marketing systems to enhance personalization efforts.
INTRODUCTION TO THE COMPANY
General introduction
ABB (ASEA Brown Boveri) is a leading Swiss-Swedish multinational corporation based in Zurich, Switzerland, founded in 1883 The company specializes in smart home technology, robotics, electrical equipment such as cabinets and transformers, automation solutions, uninterruptible power supplies (UPS), and solar energy systems.
(Source: Electrical Apparatus Magazine - WordPress.com) Figure 1 1 ABB Group in Switzerland
ABB has been on Fortune magazine's list of the 500 largest global companies for the past 24 years
ABB is present in more than 100 countries around the world, sales reached 28,590 billion USD (in 2018), the total number of employees reached more than 147,000 people
TD Global Joint Stock Company (TDG) has established a strong partnership with ABB Vietnam through collaboration on numerous projects over the years This relationship is built on mutual trust, with TDG valuing the quality of ABB's products, services, and solutions, while ABB recognizes TDG's skilled engineers and expertise Together, they foster cooperation and support to thrive in the Vietnamese market Currently, TDG serves as the authorized distributor for several ABB product lines.
– Switchgear including Aptomat (MCB); Anti-shock Aptomat (RCCB); Aptomat with leakage current protection and short circuit overload protection (RCBO)
– Plastic electrical cabinets (Aptomat storage cabinets) fireproof Basic E
– Lightning surge protection: Protection against lightning surges and overvoltage surges for electrical systems and equipment
– Concept BS series switches and sockets
– Door phone-shaped doorbell system
1.1.2 ABB Automation and Electrification (Vietnam) Company Limited ABB is a globally recognized engineering group that is leading the way in transforming society and industries toward a more sustainable and efficient future With a portfolio that includes electrical equipment, robotics, automation, and actuators, ABB is at the forefront of technological innovation, driving performance to new heights With over
130 years of history, ABB's success is built upon the expertise of its 110,000 employees across more than 100 countries worldwide
Since its inception in Vietnam in 1993, ABB has established five locations across the country, catering to both domestic and international markets Over 27 years, ABB has played a crucial role in Vietnam's development by supplying electrical and automation systems to major industries and industrial facilities, significantly contributing to the nation's economic growth.
ABB has established two robotics service and application deployment centers in Vietnam to enhance customer support These centers allow ABB to quickly address customer inquiries and assist in meeting both current and future production objectives.
The ABB factory in Vietnam specializes in manufacturing medium voltage switchgear, substations, and tailored solutions for unique applications, catering to both domestic needs and the broader Asia-Pacific region Committed to fostering a brighter future, ABB leverages its advanced technology and extensive expertise to support Vietnam's integration efforts, enabling the country to capitalize on opportunities and build a digital industrial future ABB is also dedicated to promoting the development of smart cities, electric mobility, and sustainable industrial growth in Vietnam.
Table 1 1 Detailed information about ABB Vietnam Co., Ltd
Headquarters: Km9 National Highway 1A - Hoang Liet Ward - Hoang
Email: abb.vietnam@vn.abb.com
Website: http://abb.com.vn/
Development history of ABB Vietnam
ABB has achieved several important milestones in Vietnam since its establishment in 1993 The company opened its main office in Hanoi in 1993, followed by an office in
In 1994, Ho Chi Minh City became a significant location for ABB, which established a joint venture to manufacture distribution transformers in Hanoi By 1996, ABB expanded its presence with a regional office in Da Nang, and in 1997, the ABB Joint Venture License was extended to include power transformers The company's evolution culminated in 2002 when it transitioned into a wholly-owned joint venture, rebranding as ABB Ltd.
In 2010, ABB established a high voltage and medium voltage factory in Bac Ninh, followed by the opening of an engineering center in 2011 This engineering center aims to deliver high-quality engineering packages to customers while enhancing local capabilities.
In 2014, ABB commemorated two decades of manufacturing in Vietnam, delivering its 1000th transformer The company advanced its innovation efforts by designing 1.1 million volt components in 2016, followed by obtaining a transformer short circuit test certificate in 2017 In 2018, ABB celebrated 25 years of successful operations in Vietnam.
ABB's products and solutions
ABB's electrical and automation portfolio is divided into four key areas:
(Source: https://abb.com/) Figure 1 3 YuMi® - IRB 14000
Business Principles
- As a technology pioneer, ABB has always actively contributed to the sustainable socio-economic development in the local community and each country where the company is present
- Our Code of Conduct internally, as well as with our customers, business partners and the communities in which we operate is based on the principles: Responsibility, Respect and Determination.
Activities of the company in Vietnam
ABB operates offices and factories across three regions in Vietnam, complemented by a robust network of 62 partners, distributors, technical distributors, service providers, and operational system integrators nationwide, ensuring comprehensive service coverage throughout the country.
ABB factories and offices: all ABB factories and offices have an environmental management system in accordance with ISO 14001
(Source: https://abb.com/) Figure 1 4 Activities in Vietnam
Typical projects
Table 1 2 Robots and Factory Automation
Project name Location Scope of supply Year
19 robots in stamping, laser & plasma cutting, coating lines
2020 Power generation plant Binh Duong Generator detail welding robot 2020
2 robots for the printer's metal part punching line 2021
3 robotic systems for welding motorcycle parts 2021
Paint factory Binh Duong Robotic system automatically loads finished paint cans onto pallets 2021 Mechanical processing workshop to cut beam profiles
Robots for cutting beam profiles (with oxygen & plasma) for marine construction
C2 Beverage Factory Binh Duong Robot loads cartons of C2 green tea products on pallets 2021
2 robots loading and unloading 50kg bags of manure on pallets 2022
Huda Brewery Hue 2 robots load kegs of beer bottles on pallets 2022
Factory producing machines and products for agriculture
Long An Robotic system for welding silo 2022
Factory manufacturing electrical panel cabinets Binh Duong Robotic system and rotating fixture for electrical cabinet frame welding 2022 Scaffolding automatic system peaceful Scaffolding robot 2022
DAP Factory 2 Lao Cai The robot picks up the protein bag 2022 Cable tray automatic welding system Tay Ninh Cable ladder welding robot 2022
More than 1200 robots for bodywork, stamping and assembly workshops
ABB's mission statement, goals and core values
ABB enhances operational efficiency, grid reliability, and productivity for customers, all while promoting energy savings and minimizing environmental impact At the heart of our offerings and operations lie sustainability, low environmental impact, and strong business ethics.
Bringing the best solutions and services, meeting customer expectations, helping customers achieve their long-term business strategy goals
We define our success through the achievements of our customers and partners, which are grounded in key factors such as product quality, construction site safety, competitive pricing, and timely solutions.
The company summarizes the purpose as:
- Succeed by creating superior value
- Push the boundaries of technology to take performance to the next level
- Energize the transformation of society and industry to achieve a more sustainable and productive future
At ABB, our dedicated team is committed to driving success, beginning with our customers We empower them to reach new performance heights, and their achievements translate into success for all stakeholders, including employees, partners, and shareholders.
ABB is renowned as a technology leader, with innovation embedded in its DNA since its establishment over 130 years ago, capitalizing on the advent of electricity.
Our people make the difference Their expertise is why clients come to ABB with their biggest challenges Together, we push the boundaries of technology to drive
12 performance, shape new business models, and find new ways of working that benefit our customers, partners and society
As pioneers in electricity and automation, ABB helps solve the world's energy challenges ABB solutions make homes, offices, factories and transportation more efficient and safer, and energy more affordable
As the real and digital worlds converge, ABB Co., Ltd envisions a future where business operations are safer, more intelligent, and highly efficient Through its transformative initiatives across various industries, the company is committed to fostering a more prosperous and sustainable future.
Sustainability is a core value and business opportunity for the company, which integrates eco-friendly practices into all operations ABB's innovative solutions aim to minimize harmful emissions and promote resource conservation By championing ethical and humane practices, the company strives to enhance the quality of life for individuals worldwide.
ABB's core values form the bedrock of its corporate culture, influencing every aspect of its operations These values guide interactions with colleagues, customers, partners, and the broader community, ensuring that the company stays true to its purpose By embodying its four fundamental values, ABB sets a standard for ethical business practices and responsible behavior.
Analysis of industry attractiveness
Businesses utilizing industrial robots often prefer established brands with a proven track record Companies with extensive experience in the industry tend to build a strong reputation, instilling confidence and trust among customers.
When businesses contemplate switching robot brands, the primary factor is the selling price of the new robot Additionally, significant time, financial resources, and effort are required for installation, operation, and personnel training.
The sector faces significant entry barriers due to high switching costs and strong consumer loyalty, presenting a valuable opportunity for companies to capitalize on.
The industrial robot manufacturing market is characterized by a clear division between established companies and new entrants Larger firms leverage their reputation, quality, and unique differentiators to maintain a competitive edge, while smaller companies struggle with market positioning As a result, the industrial robotics industry remains concentrated, with significant barriers for newcomers.
As society advances and education quality improves, technology becomes increasingly sophisticated, allowing robots to take on dangerous, tedious, and repetitive tasks This shift enables humans to focus on creative and high-quality jobs, reducing occupational accidents and health issues linked to unfavorable working environments Robots not only support the emergence of new industries but also aid in resource and energy conservation According to the International Association of Robots (VFR), industrial robots are widely adopted in factories to lower production costs, enhance worker income, and improve product quality through automated processes In recent years, the global density of industrial robots has risen, particularly in sectors such as electronics, food and beverage, and others, reflecting a significant trend towards automation across various industries.
In 2016, the number of industrial robots serving in the fields was only about 1,950,000 units
As of 2019, the global count of industrial robots has surged to approximately 2,031,000 units, with Japan leading in robot deployment, followed by the United States, Germany, South Korea, China, Italy, and various Southeast Asian nations.
The industrial robot manufacturing industry requires significant investment in infrastructure, such as machines and factories, leading to high costs When a company decides to exit the industry, it often faces substantial losses, as these assets typically cannot be sold at their full value or repurposed for other business uses Consequently, existing firms encounter a high barrier to leaving the industry.
The industry is characterized by limited competition and increasing demand, creating a scenario where barriers to exit are significant As a result, the competitive landscape among industry players remains relatively low.
Customer-Centric Approach and E-CRM Strategy
ABB is celebrated for its customer-centric approach and its expertise in addressing the diverse needs of clients globally The company provides a comprehensive array of high-quality products and services, including electrical equipment and automation solutions, aimed at enhancing performance and promoting energy efficiency Acknowledging that energy consumption during production can significantly impact costs, ABB is committed to delivering solutions across its product lines that optimize energy usage.
ABB enhances customer satisfaction by not only delivering high-quality products but also offering a range of valuable services These include machine failure detection, regular condition assessments, repairs and upgrades, transportation and installation of new transformers, recycling of old equipment, and user training Additionally, ABB provides on-site upgrades, genuine accessories, and 24/7 support to ensure optimal equipment availability for its customers.
ABB excels in process and site operations management, enabling customers to achieve optimal solutions With a strong focus on design and manufacturing expertise, the company delivers products that integrate cutting-edge technology and engineering innovations.
ABB Vietnam enhances customer engagement by implementing Salesforce, a leading customer relationship management platform This solution offers a complete view of customers and facilitates collaboration across marketing, sales, commerce, and service departments By utilizing Salesforce Marketing Cloud and Data Extensions, ABB Vietnam effectively organizes its data, transforming it into an interactive resource throughout the customer journey The real-time synchronization of data within Salesforce CRM guarantees its availability for ongoing marketing campaigns.
(Source: Author) Figure 1 5 ABB Vietnam's effective Use of Salesforce Marketing Cloud
ABB Vietnam utilizes Salesforce Marketing Cloud to enhance customer engagement by gathering and enriching data from second-party and independent sources This strategic approach enables the company to effectively segment its audience, facilitating the delivery of targeted marketing campaigns Ultimately, ABB Vietnam's integration of Salesforce represents a commitment to achieving specific, measurable, achievable, and realistic business objectives within a set timeframe.
The current situation of E-CRM implementation at ABB Vietnam
ABB, a leading global provider of high-quality electrical equipment and automation solutions, has enhanced its customer-centric approach in Vietnam by adopting Salesforce, a renowned customer relationship management (CRM) tool This strategic move aims to boost customer engagement and improve overall business performance However, ABB Vietnam encountered various challenges in implementing effective electronic CRM (E-CRM) strategies.
The company faced significant challenges due to a lack of departmental integration, which hindered effective data sharing and collaboration Difficulty in categorizing customers complicated the execution of targeted marketing campaigns Furthermore, limited access to real-time data impeded the company's ability to make informed decisions and respond swiftly to customer needs.
To address these challenges, the author utilized the Single Value Neutrosophic TOPSIS (SVN-TOPSIS) method, a decision-making tool designed to assist companies in selecting optimal E-CRM strategies This approach enabled the author to pinpoint the most appropriate E-CRM strategies tailored to the specific needs and objectives of ABB Vietnam.
Chapter 1 offers a detailed overview of ABB Automation and Electrification (Vietnam) Company Limited, emphasizing its history, growth, and specialization in robotics, automation, and electrification technologies It outlines ABB's strategic objectives and recent advancements in robot development, while also showcasing the company's customer-centric approach and e-CRM strategy This chapter establishes a solid foundation for understanding the current status and future aspirations of ABB Vietnam in the automation and robotics sector.
LITERATURE REVIEW
E-CRM Strategies
Customer Relationship Management (CRM) encompasses the strategies, processes, and technologies that businesses utilize to enhance interactions with their customers By collecting and analyzing customer data, companies can gain valuable insights into customer behavior, preferences, and needs This approach aims to improve relationships and deliver products and services that align with customer expectations, ultimately fostering customer satisfaction and loyalty.
The distinction between CRM (Customer Relationship Management) and eCRM (Electronic Customer Relationship Management) lies in their scope and interaction capabilities CRM primarily manages customer information through traditional channels such as phone and email, while eCRM focuses on digital channels, including social media, mobile apps, and online communication eCRM offers enhanced interaction capabilities and broader customer reach, utilizing various contact methods like online chat and messaging Due to its complexity, eCRM requires an integration of information technology and business strategies to operate effectively Both CRM and eCRM are vital for effective customer relationship management.
According to (Karpinska-Krakowiak, Malgorzata, and Martin Eisend, 2021),
Electronic Customer Relationship Management (e-CRM) utilizes digital technologies and data analytics to enhance customer relationships and boost engagement, loyalty, and retention By integrating customer data from multiple sources like websites, mobile apps, social media, and email, e-CRM provides valuable insights into customer behavior and preferences Organizations leverage e-CRM tools such as customer profiling, personalization, and real-time analytics to deliver customized experiences that foster customer satisfaction and loyalty.
Furthermore, effective e-CRM strategies require a strong focus on technology infrastructure, security, and privacy This involves the selection and implementation of
18 appropriate technologies and systems to support e-CRM processes, as well as ensuring that customer data is protected and managed in compliance with relevant laws and regulations
E-CRM tools streamline customer interactions by automating routine tasks like responding to inquiries and sending promotional emails, allowing staff to dedicate time to strategic initiatives This automation enhances overall efficiency and boosts customer satisfaction, as clients receive prompt and personalized responses to their needs.
eCRM is a powerful strategy for enhancing customer engagement, allowing businesses to gain deeper insights into their customers across various digital channels This approach fosters stronger customer relationships and drives revenue growth.
Business Analysis Tools encompass a range of techniques, methodologies, and software applications designed to analyze and evaluate business data, processes, and systems to enhance organizational performance and decision-making These tools, which include business intelligence applications, data analytics solutions, and enterprise resource planning systems, enable organizations to collect, analyze, and interpret vast amounts of data, uncovering insights into operations, identifying trends, and facilitating informed decisions Essential for businesses of all sizes and industries, Business Analysis Tools empower organizations to optimize their operations and maintain a competitive edge in the marketplace.
Customer satisfaction measures how well a product or service meets or surpasses customer expectations, influenced by factors such as quality, value, and customer service (Tien, Nguyen Hoang, et al., 2021) It is assessed through various tools like surveys, feedback forms, and social media monitoring High customer satisfaction is linked to increased loyalty, positive word-of-mouth referrals, and overall business growth.
According to (Hosain, Md Sajjad., 2021), social media integration refers to the
The integration of social media with traditional media channels like television, print, and radio creates a unified marketing strategy that enhances brand awareness, boosts customer engagement, and fosters loyalty By incorporating social media tools into an organization's overall marketing and communication efforts, businesses can significantly improve their performance and drive better results.
Privacy protection encompasses the strategies and technologies implemented by organizations to secure personal information from unauthorized access and misuse According to Bélanger, France, and Crossler (2011), robust privacy measures are essential for fostering trust between individuals and organizations, while also mitigating risks like identity theft, financial fraud, and damage to reputation.
2.1.7 Creation of integrated business systems:
To develop integrated business systems that meet diverse organizational needs, it is essential to create a comprehensive system that combines new applications and databases while unifying existing legacy systems These systems aim to enhance organizational effectiveness and efficiency by streamlining processes, reducing waste, and improving data accuracy and consistency.
According to (Cascio, Wayne F., John W Boudreau, and Alexis A Fink., 2019)
The significance of human resources lies in the critical role employees play in achieving organizational goals As the driving force behind the design, production, and delivery of goods and services, human resources are regarded as an organization's most valuable asset To attract and retain high-performing talent while fostering a motivated and engaged workforce, effective human resource management strategies—such as recruitment, selection, training, and development—are essential for driving organizational success.
Cost-effectiveness refers to the relationship between the costs of an intervention and its health outcomes A cost-effective intervention provides good value for money by delivering health benefits that justify the expenses incurred To aid decision-makers in resource allocation, cost-effectiveness analysis compares the costs and outcomes of different initiatives, ensuring efficient and effective use of resources.
Proposed research model
2.2.1 Multiple-criteria decision analysis Methods:
According to (Greco, Salvatore, Jose Figueira, and Matthias Ehrgott., 2016) defined
Multiple-criteria decision analysis (MCDA) is a systematic approach that aids decision-making by evaluating and comparing various alternatives based on specific criteria This methodology is widely utilized across diverse fields such as engineering, management, environmental sciences, healthcare, finance, and public policy, making it an essential tool for effective decision-making in complex scenarios.
Multiple-criteria decision analysis (MCDA) encompasses a range of adaptations to address diverse decision-making challenges, including specialized methods for group decision-making that incorporate multiple preferences Additionally, certain MCDA techniques, like the Goal Programming method, are specifically designed to tackle issues involving conflicting or uncertain criteria, enhancing their applicability across various contexts (Cinelli, Marco, et al., 2020).
Multi-Criteria Decision Analysis (MCDA) techniques effectively utilize both qualitative and quantitative data Qualitative MCDA approaches are employed when dealing with ambiguous, subjective, or hard-to-quantify data, such as social, cultural, or environmental factors Conversely, quantitative MCDA methods are applied when data is measurable, particularly in technical or financial contexts.
MCDA techniques are essential tools for addressing complex decision-making challenges across various fields such as policy formulation, resource allocation, infrastructure planning, and risk assessment These techniques provide decision-makers with a systematic and transparent framework to evaluate and select optimal solutions based on multiple criteria and preferences.
2.2.2 Single-Valued Neutrosophic Linguistic (SVNWL) Topsis Approach:
Single-Valued Neutrosophic, as outlined by Edalatpanah and Smarandache (2019), is a specific type of neutrosophic set characterized by three distinct values: true, false, and indeterminate In his book "Neutrosophic Sets and Their Applications in Engineering," Smarandache clarifies that within this framework, each element can possess only one true or false value alongside one indeterminate value, prohibiting the existence of multiple true or false values at the same time.
Fuzzy sets, intuitionistic fuzzy sets, and hesitant fuzzy sets are extensions of single-valued neutrosophic (SVN) sets, as noted by Broumi, Said, et al (2016) SVN provides a framework for expressing informational uncertainty by assigning a single value to each element's degree of set membership, ranging from 0 to 1, where 0 indicates no membership and 1 indicates full membership Additionally, SVN incorporates two complementary values to represent the degrees of non-membership and indeterminacy.
SVNs, introduced by Wang et al (2010), are a specialized form of neutrosophic sets utilized for decision-making and modeling uncertain or imprecise information Unlike traditional fuzzy sets that only account for truth and falsity, SVNNs incorporate an additional degree of indeterminacy, enabling more nuanced and flexible representations of uncertainty The membership degrees in SVNNs are expressed as a triplet (T, I, F), where each component reflects the extent to which an element belongs to the set.
A neutrosophic set S in a space X, characterized by an arbitrary element x ∈ X, is defined through three key membership functions: the truth-membership function TS(x), the indeterminacy-membership function IS(x), and the falsity-membership function FS(x) Consequently, neutrosophic sets can be represented as S.
= {x, TS(x), IS(x), FS(x)| x ∈ X}, where TS(x), IS(x), FS(x) satisfies (Şahin, Rıdvan, and Ahmet Kỹỗỹk , 2015):
The sum of the supremum values of these functions satisfies (Huang, Han‐Liang., 2016):
In the context of Single Value Neutrosophic Steps within a universe X, it is established that the sum of the supremum values of the truth, indeterminacy, and falsity functions, denoted as sup(TS(x)), sup(IS(x)), and sup(FS(x)), respectively, adheres to the inequality 0 ≤ sup(TS(x)) + sup(IS(x)) + sup(FS(x)) ≤ 3 + (1) This relationship highlights the operational framework of two Single Value Neutrosophic Steps, G and H, for each element x in the universe X, as explored by Shahzadi et al (2017).
G ⊕ H = {TG(x) +TH(x) – TG(x) TH(x), IG(x) IH(x), FG(x) FH(x)} (2)
G ⊗H = {TG(x) TH(x), IG(x) +IH(x) –IG(x) IH(x), FG(x) + FH(x) –FG(x) FH(x)} (3)
The neutrosophic sets G and H are defined over the universe X, represented by the formula G λ = {(TG(x)) λ , 1– (1–IG(x)) λ , 1– (1–FG(x)) λ} This relationship illustrates how G and H interact for any element x within the set X, as discussed by Wang et al (2010).
For any x ∈ X, if TG(x) ≤ TH(x), IG(x) ≥ IH(x), FG(x) ≥ FH(x) Then we may say that SVNS
G is included in SVNS H, which is represented as G ⊆ H
If G and H both meet the condition that G ⊆H, H ⊆ G, G= H
G is an SVNS, and its counterpart G a is defined as follows (Wang, Haibin, et al., 2010):
Assume G and H are two SVNSs; the distance between G and H may be calculated using the following equations:
G and H have a Hamming distance of (Broumi, Said, et al., 2018):
The indeterminacy value in SVN quantifies the degree of uncertainty in information, distinguishing it from fuzzy sets, which assign a single membership value to elements Unlike fuzzy sets, SVN accommodates multiple degrees of membership, non-membership, and indeterminacy, making it particularly effective for modeling complex and uncertain information (Jana, Chiranjibe, and Madhumangal Pal, 2021).
SVN is utilized across multiple domains, including decision-making, pattern recognition, and medical diagnosis In the medical field, SVN effectively represents uncertainty in symptoms and test results, enhancing the accuracy and personalization of diagnoses and treatments Additionally, SVN plays a crucial role in improving decision-making processes.
23 used to represent the degree of uncertainty in decision factors and alternatives, allowing for more informed and robust decisions
2.2.2.2 The Difference between Fuzzy Expert System and Neutrosophic Expert System: There are two major kinds of artificial intelligence systems that are utilized for decision- making in many fields: fuzzy expert systems and neutrosophic expert systems The key distinction between the two is how they deal with data imprecision and uncertainty
Mathematical fuzzy logic enables the representation of truth values on a spectrum from completely true to completely false Fuzzy expert systems (FES) leverage this logic to manage data imprecision and uncertainty, utilizing fuzzy sets to represent variables and developing rules based on their membership functions FES is commonly applied in various domains, including control systems, decision-making systems, and pattern recognition systems (Buckley, J J., W Siler, and Douglas Tucker., 1986).
Neutrosophic logic is a data management approach that addresses ambiguity, imprecision, and inconsistency It underpins the Neutrosophic Expert System (NES), an artificial intelligence system designed to manage uncertainties in data NES utilizes membership functions of neutrosophic sets to represent variables and formulate rules This innovative system is applied across various sectors, including decision-making, banking, and medicine, enhancing the handling of complex data scenarios (M Radwan, Nouran, M Badr Senousy, and Alaa El Din M Riad, 2016).
(Source: (M Radwan, Nouran, M Badr Senousy, and Alaa El Din M Riad., 2016))
Figure 2 1 The Difference between Fuzzy Expert System and Neutrosophic Expert
Related Works
Table 2 1 The dimensions of E-CRM strategy and methodology as adopted by the authors Author (s) Application/ Case study Benchmark Source
The model provides a versatile framework for long-term supplier selection applicable across various industries and situations It enables decision-makers to evaluate potential providers by considering multiple factors and their significance Its adaptability and flexibility allow for a broad range of applications, offering a systematic approach to selecting long-term suppliers.
The study "A Comparison of Fuzzy DEA and Fuzzy TOPSIS in Sustainable Supplier Selection" evaluates the sustainability performance of potential suppliers by analyzing the effectiveness of fuzzy DEA and fuzzy TOPSIS models These methodologies offer innovative approaches to enhance decision-making in sustainable supplier selection, providing valuable insights into supplier performance metrics.
(Rashidi, Kamran, and Kevin Cullinane,
The study highlights the importance of selecting and customizing the appropriate model for sustainable supplier selection, as outcomes can vary between methods By applying fuzzy DEA and fuzzy TOPSIS models, it encourages decision-makers to evaluate and compare the results from different approaches to develop an effective sourcing strategy tailored to their specific sector and environment.
The study titled "Selecting Sustainable Supplier Countries for Iran's Steel Industry Using AHP and TOPSIS Methods" presents a case study focused on identifying sustainable supplier nations through these methodologies It concludes that this strategic approach can assist decision-makers and provides valuable insights into the selection of sustainable suppliers.
(Azimifard, Arezoo, Seyed Hamed Moosavirad, and Shahram Ariafar, 2018)
The paper “A Resilience Approach for Supplier Selection: Using Fuzzy Analytic Network Process and Grey VIKOR Techniques” explores the application of FANP and Grey VIKOR methods for selecting resilient suppliers It emphasizes the importance of resilience in the supplier selection process and demonstrates how decision-makers can effectively utilize the FANP-Grey VIKOR strategy to enhance their supplier selection decisions.
(Parkouhi, Sahar Valipour, and Abdolhamid Safaei Ghadikolaei,
29 choosing robust suppliers and creating successful sourcing plans
The study introduces a novel supplier selection method using the TOPSIS technique and type-2 neutrosophic numbers in a group decision-making context A case study involving a manufacturing company demonstrated the method's effectiveness in managing ambiguities and uncertainties inherent in the decision-making process This approach serves as a valuable tool for decision-makers in supply chain management, particularly in supplier selection scenarios, offering practical insights for similar applications.
(Abdel-Basset, Mohamed, et al, 2019)
The study introduces a Neutrosophic TOPSIS-based framework designed for group decision-making in the selection of smart medical equipment To validate this framework, a case study within a healthcare organization is conducted, highlighting the challenges and complexities involved in the selection process The results demonstrate the effectiveness of the proposed strategy in improving the selection of smart medical devices This research serves as a valuable resource for decision-makers in the healthcare sector and can be adapted for use in similar contexts.
(Abdel-Basset, Mohamed, et al, 2019)
This paper proposes the use of the TOPSIS technique for multi-criteria decision-making within an octagonal intuitionistic fuzzy environment To evaluate the effectiveness of this approach, the study introduces a novel accuracy function.
This case study evaluates a supplier selection process for a manufacturing company, demonstrating the effectiveness of the proposed methodology in managing the ambiguities and uncertainties inherent in decision-making The findings provide valuable insights for supply chain management decision-makers and suggest that this approach can be utilized as a decision-making tool in similar contexts.
TOPSIS for Multi Criteria Decision Making
(Imtiaz, Madiha, Muhammad Saqlain, and Muhammad Saeed., 2020)
The research proposes utilizing a single-valued neutrosophic environment combined with the TOPSIS method for collective decision-making It evaluates the effectiveness of this approach in managing uncertainty through a case study focused on selecting the optimal hospital for heart disease treatment in Iran This study provides valuable insights for decision-makers in the healthcare sector and similar contexts.
TOPSIS method, single-valued neutrosophic
(Biswas, Pranab, Surapati Pramanik, and Bibhas C Giri., 2016)
The case study of choosing the ideal location for a new shopping mall in India serves as the basis for the study's single-
The valued neutrosophic cross-entropy approach offers significant advantages for multicriteria decision-making problems, particularly in the real estate sector This method effectively addresses uncertainties, providing decision-makers with reliable insights and enhanced outcomes in their evaluations.
This study investigates the impact of electronic customer relationship management (e-CRM) on commercial organizations, specifically focusing on customer satisfaction and loyalty Through a case study of a financial services company in Malaysia, the research reveals that e-CRM significantly enhances customer happiness and loyalty The findings suggest that businesses aiming to retain their clientele must implement e-CRM strategies effectively Additionally, the study provides valuable insights for companies looking to develop or improve their e-CRM approaches.
The research investigates the influence of electronic Customer Relationship Management (e-CRM) on website loyalty among customers of a public organization The findings reveal that adopting e-CRM significantly enhances website loyalty and boosts the rate of repeat visitors.
For public firms trying to improve website loyalty and customer happiness through e-CRM initiatives, the report offers insights
Le Tan, Trinh, and Dao Thi
The study highlights key factors essential for implementing e-CRM in Indonesian e-commerce companies, including organizational readiness, support from top management, effective customer data management, robust IT infrastructure, and comprehensive employee training These insights can guide other e-commerce businesses aiming to enhance customer engagement and retention through e-CRM strategies.
(Le Tan, Trinh, and Dao Thi Dai Trang, 2017)
The study looks at how customer loyalty is affected by service interactions
Positive customer service interactions boost customer loyalty, whereas unfavorable customer service interactions decrease loyalty, according to a case study done on a Chinese retail chain
The study evaluates the influence of customer relationship management (CRM) on customer satisfaction, revealing that effective CRM implementation significantly enhances customer satisfaction levels, as demonstrated by a case study conducted in an Iranian bank.
METHODOLOGY
Research process
(Source: Author) Figure 3 1 The levels of the research framework
Our proposed methodology consists of three key steps: first, we gather and synthesize data on choice criteria and optimal options; second, we present these criteria and options to experts for evaluation, assigning weights using SVN and linguistic variables; and third, we determine the weight of each evaluation criterion through SVN entropy to ensure objectivity In our study, we utilize the weighted aggregation operator of SVNS to create the final SVN decision matrix during the decision information collection and synthesis phase Lastly, we calculate the distance between options to complete the process.
This study focuses on selecting and evaluating the optimal implementation of e-CRM using a multicriteria decision-making approach Key evaluation factors identified through a comprehensive literature review include client satisfaction, business analysis tools, social media integration, privacy protection, integrated business systems development, human resources significance, and cost-effectiveness The effectiveness of e-CRM deployment at ABB Automation and Electrification (Vietnam) Company Limited is assessed using the single-valued neutrosophic linguistic TOPSIS technique, which accommodates ambiguity and uncertainty in decision-making The findings provide valuable insights for other businesses aiming to enhance or evaluate their e-CRM strategies.
Table 3 1 The summary of the identified evaluation criteria for the E-CRM strategy
Businesses can leverage analytical tools such as SWOT analysis, PESTEL analysis, and Porter's Five Forces to evaluate their market position, identify opportunities and risks, and develop effective e-CRM strategies These methodologies provide valuable insights into market trends, consumer behavior, and competitive dynamics, which are essential for informed decision-making in e-CRM initiatives.
Businesses can develop a data-driven e- CRM strategy that maximizes client engagement, retention, and satisfaction by utilizing business analysis tools
An effective e-CRM strategy aimed at enhancing customer satisfaction should prioritize personalization, responsiveness, and transparency Personalization helps customers feel valued, while responsiveness fosters trust, and transparency builds credibility By focusing on these key elements, businesses can significantly boost customer satisfaction and loyalty.
(Kumar, Pushpender, Anupreet Kaur Mokha, and Subash Chandra Pattnaik.,
Integrating social media into e-CRM strategies significantly enhances customer engagement and loyalty This integration enables businesses to gain deeper insights into customer needs and facilitates real-time communication, fostering personalized interactions As a result, companies can provide more efficient customer service and strengthen their relationships with clients Ultimately, businesses that effectively leverage social media within their e-CRM frameworks can achieve superior business outcomes and maintain a competitive edge.
E-CRM teams should prioritize privacy protection in their strategy by implementing strong data collection, security, storage, sharing, and compliance practices This includes only collecting necessary data and being transparent about what data is being collected, securing customer data from unauthorized access, implementing retention policies, only sharing data with authorized third parties, and complying with relevant privacy laws and regulations By prioritizing privacy protection, e-CRM teams can build and maintain trust with their customers and improve their overall customer experience
(Dehghanpouri, Houriyeh, Zeynab Soltani, and Reza Rostamzadeh., 2020)
Integrated business systems significantly enhance e-CRM strategies by improving data quality and streamlining processes This leads to an enriched customer experience and fosters better collaboration among teams With a holistic view of each customer, e-CRM teams can deliver personalized services and create targeted marketing campaigns that effectively engage customers.
Overall, an integrated business system can help e-CRM teams deliver more effective and efficient service, leading to increased customer satisfaction and loyalty
(Babgohari, Ali Zamani, et al., 2022)
Human resources play a vital role in the success of e-CRM initiatives Effective hiring, comprehensive training, and robust retention programs enhance employee motivation and feedback mechanisms, ultimately improving customer satisfaction By selecting skilled employees and providing ongoing training, businesses can achieve more accurate customer data and superior service Moreover, incorporating employee feedback is essential for understanding customer needs and preferences, which strengthens e-CRM strategies.
(Sitinjak, Martinus Fieser, et al., 2020)
Cost-effectiveness plays a crucial role in the success of e-CRM initiatives Key components such as effective budgeting, scalability, automation, outsourcing, and data analytics are vital for developing cost-effective e-CRM strategies By strategically managing expenses and allocating resources efficiently, businesses can implement e-CRM initiatives that yield a favorable return on investment and enhance customer satisfaction.
To enhance cost-effectiveness in e-CRM initiatives, businesses should focus on automating processes, outsourcing when suitable, and analyzing customer data Achieving a successful e-CRM strategy necessitates a strategic balance between investing in technology, training, and resources while efficiently managing costs to optimize return on investment (ROI).
To develop a successful e-CRM strategy, businesses should explore various approaches, including Account-Based Marketing (ABM) This method focuses on pinpointing high-value target accounts and crafting personalized marketing campaigns that cater to their unique needs and preferences While ABM can enhance engagement and drive revenue, it demands considerable time and resources for thorough research and understanding of the target accounts Therefore, businesses must thoughtfully assess their audience and objectives when formulating their e-CRM strategy.
Social media engagement offers businesses a valuable strategy for connecting with customers Through these platforms, companies can interact directly with their audience, address inquiries, share product details, and promote special offers Additionally, businesses can track customer feedback and engagement metrics to enhance their marketing efforts.
41 customer feedback and sentiment to inform future business decisions However, it is important to manage social media presence carefully to avoid negative feedback and protect brand reputation
AI-powered chatbots offer 24/7 customer support by efficiently handling routine inquiries, providing product recommendations, and processing orders, which enhances response times and alleviates the workload on customer service representatives However, they may fall short in addressing complex customer issues or delivering emotional support.
A gamification-based customer loyalty strategy enhances engagement and loyalty by utilizing gamification techniques to reward customers for purchases and social media interactions Companies can offer discounts, special promotions, and exclusive content as incentives However, it is crucial for businesses to assess the cost-effectiveness of these rewards and ensure they align with customer needs and preferences.
A successful customer experience strategy aims to deliver a seamless and consistent experience across all touchpoints, both online and offline This involves a thorough understanding of the customer journey and implementing enhancements such as improved website usability, personalized recommendations, and flexible payment and delivery options By prioritizing customer experience, businesses can foster loyalty and boost retention However, achieving this requires a deep understanding of customer needs and a commitment to investing in the necessary technology and resources.
Table 3 2 The summary of the identified evaluation Alternative for the E-CRM strategy
Single Value Neutrosophic
3.2.1 Computation of weights of the decision expert:
The implementation of Neutrosophic TOPSIS using SVNNs involves several key steps: identifying a set of alternatives (A) and evaluation criteria (C), and selecting a group of decision-makers (Experts) for input It is crucial to assess the importance of evaluation criteria (Es) and the ratings for each alternative Utilizing linguistic variables, as outlined in the study by Sun, Yonghe, and Yilin Cai (2021), the findings are presented in Tables 3.4 and 3.5.
The alternative and Criteria ratings are given in the following tables:
Table 3 4 Alternative Ratings for Linguistic Variables
Very very good (VVG) (0.9, 0.1, 0.1) Very good (VG) (0.8,0,15,0.20)
Very bad (VB) (0.20,0.85,0.80) Very very bad (VVB) (0.10,0.90,0.90) Extremely bad (EB) (0,1,1)
Table 3 5 Linguistic variables for rating the importance of criteria and Expert
Slingly Unimportant (0.25,0.75, 0.80) Very Unimportant Respectively (0.10,0.90,0.90)
Let's say the SVN number used to rate the 𝜅 th E is represented by (M Radwan, Nouran, M Badr Senousy, and Alaa El Din M Riad, 2016):
The following formula can be used to get the weight of the κ th E (Buckley, J J., W Siler, and Douglas Tucker., 1986) :
3.2.2 Computation of the Aggregated Neutrosophic Decision Matrix:
The ANDM is given as follows (Wang, Haibin, et al., 2010):
𝔧] m×n (10) where r ij can be defined as:
r ij = ( T ij ,I ij ,F ij )=( T Gi (x j ), I Gi (x j ),F Gi (x j )); where: i = 1,2,3, … n; j = 1,2,3, … m
Therefore, ANDM is formatted as follows:
⋮ ( T Gm (x n ), I Gm (x n ),F Gm (x n )) rating for the i th alternative, the j th criterion by the 𝜅 th E:
A single-valued neutrosophic weighted averaging operator may be used to produce expert weights and alternative rating r ij (SVNWAO)
3.2.3 Computation of the weights for the criteria:
Let the criteria be a single-value neutrosophic number assigned by X j the 𝜅 th E is denoted as:
The following is SVNWAO's output for computing the weights of the criteria:
The following is a representation of the aggregated weight for the criterion X j is represented as:
3.2.4 Developed the Aggregated Weighted Neutrosophic Decision Matrix:
The Aggregated Weighted Neutrosophic Decision Matrix is calculated as follows:
Where r' i 𝔧 = ( T Gi.w (x j ), ( I Gi.w (x j ),( F Gi.w (x j )); where: i = 1,2,3, … m; j = 1,2,3, … n Therefore, Ζ' can be written as:
⋮ ( T Gm.w (x n ), I Gm.wm (x n ),F Gm.wm (x n ))
To find T Gi.w (x j ), ( I Gi.w (x j ) and( F Gi.w (x j ) we used:
Ζ⊗W={, , |x∈X} (17) The components of the product are given as:
The TOPSIS method
3.3.1 Compute the SVN-PIS and SVN-NIS:
To determine the single-valued positive ideal solution (SVN) and single-valued negative ideal solution (SVN-NIS), it is essential to calculate the weighted distance for each evaluation object In this context, j1 represents the positive criteria, while j signifies the negative criteria.
ℊ - = ( T ℊ - i.w( x j ), ( I ℊ - i.w( x j ), ( F ℊ - i.w ( x j )) (19) The components of SVN-PIS and SVN-NIS are following:
F ℊ - i.w (x j )= ( Max i T ℊ - (x )| 𝑗 ∈ j ) 3.3.2 Computation of Separation Measures:
Normalized Euclidean Distance is employed for the separation metrics ϑ + and ϑ as stated as (20) and (21):
3.3.3 Computation of Relative Closeness Coefficient:
The RCC of a substitute SVN-PIS ϑ + is calculated as:
The rank of the alternatives is provided in decreasing order of RCCi after the computation of RCCi for each alternative ℊi.
Making weighted grey relationship grades for several options
To begin with, the following formulae may be used to calculate the weighted grey relational coefficients:
The following formulae are used to get the grey relational grade for each alternative:
𝜉 - n ∑ n i=1 ℘ - (26) The integral distance is denoted by the symbol ℋ, composed of the variables ϑ and 𝜉:
Conclusion of the Chapter 3 The approach utilized to accomplish the research objectives is described in Chapter
The chapter details the research methodology, which involves defining requirements, exploring potential solutions, gathering feedback from decision-makers, and evaluating these solutions using Single Value Neutrosophic (SVN) sets and the TOPSIS method It also contrasts Fuzzy Expert Systems with Neutrosophic Expert Systems, providing an overview of Neutrosophic Sets and SVN Sets This structured approach aids in systematically assessing the advantages and disadvantages of various options, ultimately selecting the optimal solution based on established criteria The integration of advanced techniques like SVN sets and the TOPSIS method enhances the accuracy and efficiency of the evaluation process.
RESULTS
Data Description
This section analyzes the E-CRM strategy information gathered from ABB Vietnam through face-to-face interviews with key personnel Utilizing the SVN-TOPSIS model, the effectiveness of different E-CRM strategies will be assessed, highlighting their strengths and weaknesses The aim is to provide ABB Vietnam with detailed insights to help them choose the most effective E-CRM strategy and make informed decisions for future initiatives.
Table 4 1 The weights of the experts in the decision group
To begin the process, it is essential to ask experts within the decision-making group to evaluate the importance of each option using linguistic variables Subsequently, these linguistic terms are transformed into SVN numbers by referencing their interrelationships, as illustrated in Table 3.5.
To assess the significance of each expert, we consider their professional experience, prior knowledge, and individual influence, evaluating them through linguistic characteristics The importance of each expert in relation to SVN is calculated using a specific formula and is detailed in Table 4.1.
Experts assess seven evaluation criteria for each alternative based on linguistic factors, with the evaluation details outlined in Table 4.2 The significance of each assessment criterion for an expert can be quantified using SVN variables, referencing the relationship between linguistic variables and SVN numbers as demonstrated in Table 4.1.
Table 4 2 The evaluation of the criteria for expert selection using the SVNSs
After gathering the weights assigned by the experts in the decision group and their evaluation results, the authors determined the weight of each criterion This calculation utilized a formula that integrated both the expert-assigned weights and the performance metrics of each criterion The detailed calculation process is presented in Table 4.3, utilizing formula (12).
Table 4 3 The weight of the criterion
In the selection of ECRM strategies, seven experienced experts assess the importance of seven specific criteria through linguistic characteristics, with their evaluation results detailed in Table 4.4 To ensure an objective and precise analysis, the linguistic variables from Table 4.4 must be converted into corresponding SVN variables, as indicated in Table 4.1 Utilizing SVN variables offers a quantitative framework that empowers experts to make well-informed decisions based on a thorough and objective examination of the data.
Table 4 4 The importance of the alternatives in regard to each expert
Table 4 5 Aggregated Single Valued Neutrosophic Decision Matrix
In effective decision-making, it is crucial to evaluate both the significance of each criterion and the performance of available alternatives The Aggregated Single Valued Neutrosophic Decision Matrix necessitates the weights assigned by experts and the ratings of alternatives These ratings reflect the expert's assessment of how each alternative performs against each criterion, typically presented in a table format, such as Table 4.5, where alternatives are organized in rows and criteria in columns.
To calculate the weighted rating for each alternative, apply equation (14) by multiplying the expert's rating for each criterion by the corresponding weight The final step involves summing these weighted ratings to obtain the overall score for each alternative.
Aggregated Single Valued Neutrosophic Decision Matrix This matrix provides a comprehensive view of the evaluated alternatives, allowing for a clear comparison and informed decision-making process
Table 4 6 Aggregated Weighted Single Valued Neutrosophic Decision Matrix
After establishing the criteria weights and assessing the alternatives, the subsequent step involves calculating the aggregated weighted single-valued neutrosophic ratings, which is crucial for the final decision-making process.
Equation (17) serves as an effective method for computing the aggregated weighted single-valued neutrosophic decision matrix, which offers a detailed analysis of evaluated alternatives and their ratings This matrix facilitates clear comparisons and enhances the decision-making process By multiplying each criterion's weight by its respective rating, we can derive the weighted rating for each alternative, which is subsequently aggregated to create the decision matrix.
The weights assigned to the evaluation criteria are summarized in Table 4.6, offering a clear overview of each criterion's significance in the decision-making process This table serves as a valuable reference for comparing alternatives and guiding the final decision.
The Calculation of The Distances from Each Alternative to The Ideal Alternatives
In decision-making, assessing the proximity of each alternative to ideal solutions is crucial The Single Valued Neutrosophic Positive Ideal Solution (SVNPIS) and the Single Valued Neutrosophic Negative Ideal Solution (SVNNIS) provide these ideal benchmarks To evaluate the weighted distance from each alternative to both SVNPIS and SVNNIS, specific equations (18), (19), (20), and (21) within the SVN framework can be employed.
Table 4 7 The distance from each alternative to the SVN-PIS and SVN-NIS
CRITERIA SVN-PIS SVN-NIS
The SVNPIS and SVNNIS are calculated using equations (18) and (19), which focus on finding the maximum and minimum weighted ratings for each criterion After identifying the ideal solutions, the distances from each alternative to SVNPIS and SVNNIS are computed with equations (20) and (21) The distance to SVNPIS indicates how close an alternative is to the ideal positive solution, while the distance to SVNNIS reflects its proximity to the ideal negative solution.
Table 4.7 is essential for comparing alternatives and guiding the final decision-making process The distances calculated from each alternative to SVNPIS and SVNNIS offer valuable insights for evaluating these options effectively.
By considering the values in Table 4.8, decision-makers can identify the alternative that is closest to the ideal solution and choose it as the best option
Table 4 8 The weighted distance from each alternative to SVNPIS and SVNNIS And
The analysis of Relative Closeness Coefficients (RCCs) reveals that alternative A5 ranks highest, followed by A4, A1, A2, and A3 This ranking signifies that A5 is the most favorable ECRM strategy based on the decision-making method employed, which incorporates both the weights of the criteria and the performance of each alternative By applying this method, decision-makers can arrive at a rational and objective conclusion, making it an effective tool for selecting the optimal alternative in various scenarios.
(Source: Author) Figure 4 1 Separation measure and the RCC for each Alternative
The ranking of the RCCs in Figure 4.1 highlights A5 as the most favorable ECRM strategy according to the assessed criteria This decision-making framework provides a dependable and objective means of evaluating various alternatives and criteria, guaranteeing that the ultimate decision is well-informed and logical.
The ranking results of sensitivity analyses
To obtain the grey relational grade for each alternative, several steps are involved Initially, we calculate the grey relational coefficients for each alternative in relation to both the ideal and negative-ideal alternatives, utilizing equations (23) and (24) These equations assess the differences between each alternative and the ideal or negative-ideal alternatives across various criteria The computed values of ℘ + and ℘ - for the four alternatives examined in this study are presented in Table 4.9.
SEPARATION MEASURE AND THE RCC
Table 4 9 The weighted grey relational coefficient ℘ of each alternative
To determine the best alternative based on decision criteria, we calculate the grey relational grade for each option using equations (19) and (20) This process involves computing the weighted sum of the positive and negative grey relational coefficients, where the weights reflect the importance of each criterion The resulting grey relational grades for all alternatives are displayed in Table 4.10, allowing for a clear comparison to identify the optimal choice.
Table 4 10 The grey relational grade for each alternative
(Source: Author) Table 4.11 provides important insights into the selection of the optimal ECRM strategy for a B2B company The computed closeness coefficients for each alternative
A5 emerges as the most effective ECRM strategy, focusing on delivering a seamless and personalized customer experience To enhance this experience, ABB can boost the visibility and accessibility of its robot products through live demonstrations and video showcases on its website While A5 stands out, alternatives like A4 and A1 also present strong potential with their high closeness coefficients, making them worth exploring.
This analysis employs a robust and objective decision-making technique suitable for complex business environments By considering the importance weights of criteria alongside the performance of alternatives, companies can make informed, data-driven decisions that align with their strategic goals The findings emphasize the necessity of adopting a tailored ECRM strategy for B2B companies, while also staying updated on the latest industry trends and best practices.
Table 4 11 The ranking results of sensitivity analyses
The analysis of Table 4.12 and Figure 2 reveals that alternative A5 emerged as the optimal ECRM strategy in 10 out of 11 experiments, underscoring the reliability and effectiveness of the proposed decision-making method across diverse environments Additionally, the identification of A4 as the best strategy in one experiment highlights the approach's versatility in accommodating varying weights of evaluation criteria and the performance of different alternatives.
(Source: Author) Figure 4 2 Sensitivity analysis results
The proposed method provides a rational approach to decision-making by considering criteria weights and the performance of alternatives This ensures objective and reliable final decisions, making it a valuable tool for selecting the best ECRM strategy across different scenarios Overall, the results indicate that this method is a robust and effective resource for decision-makers in the ECRM field, facilitating well-informed and objective choices.
Chapter 4 presents the findings of the author's assessment of various E-CRM tactics using the SVN-TOPSIS model The analysis reveals that the most effective E-CRM approach is A5, which achieved the highest weighted score based on the calculated distance between each tactic.
Sensitivity studies indicate that this decision-making method yields accurate and unbiased final judgments, making it an effective tool for selecting the optimal option in various situations.
CONCLUSION
Implications
This study aims to develop a decision-making framework using the Single-Valued Neutrosophic-TOPSIS (SVN-TOPSIS) method for selecting effective E-CRM strategies In Vietnam's complex and dynamic business environment, this approach assists decision-makers in navigating uncertainties and incomplete information A case study of ABB Vietnam demonstrates the practical application of this framework The findings are valuable for managers and practitioners in E-CRM both in Vietnam and globally, contributing to the academic literature on E-CRM strategy selection.
In today's digital era, where online transactions and e-commerce are increasingly prevalent, businesses need a strategic E-CRM approach to effectively engage customers and build lasting relationships Implementing a well-structured E-CRM framework can assist organizations in selecting the most effective strategy to achieve their goals.
This article highlights the significance of Neutrosophic-TOPSIS in enhancing decision-making processes Unlike traditional methods, which often struggle with complex and uncertain situations, SVN-TOPSIS provides a comprehensive and resilient framework for selecting E-CRM strategies.
The article "Selecting Effective E-CRM Strategy by an Integration of Single-Valued Neutrosophic-TOPSIS: A Case Study of ABB Vietnam" explores the significant impact of choosing an effective E-CRM approach, providing valuable insights for industry professionals The proposed framework offers a comprehensive and reliable decision-making method for navigating complex and uncertain situations Through its practical application in the case study of ABB Vietnam, the framework demonstrates its effectiveness in real-world scenarios Ultimately, this study aims to assist organizations in Vietnam and beyond in developing efficient E-CRM strategies to enhance customer engagement and achieve business objectives.
Conclusion
In conclusion, choosing an effective e-CRM strategy is crucial for any organization This study introduces the integration of the Single-Valued Neutrosophic-TOPSIS method to enhance the decision-making process.
The article outlines seven essential criteria for effective e-CRM, which include customer satisfaction, business analysis tools, social media integration, privacy protection, the development of integrated business systems, the significance of human resources, and cost-effectiveness Additionally, it discusses five alternative e-CRM strategies: account-based marketing, social media engagement, chatbot-based customer service, gamification for customer loyalty, and customer experience enhancement Ultimately, it concludes that the Mobile-first e-CRM strategy is the best fit for ABB Vietnam, emphasizing user-friendliness, system availability, and accessibility.
The Single-Valued Neutrosophic-TOPSIS method enhances decision-making by addressing the inherent uncertainty and imprecision of criteria often encountered in business environments By offering a more accurate and comprehensive evaluation of various alternatives, this method enables more informed decisions.
To optimize e-CRM strategies, organizations must tailor their approach to meet the unique needs of both the organization and its customers Regular reviews and updates of these strategies are essential to maintain their effectiveness and relevance in a dynamic market.
Organizations, especially in the B2B sector, should implement a comprehensive "Customer Experience Strategy" as part of their e-CRM initiatives This strategy aims to deliver a seamless and personalized customer experience across various touchpoints, including websites, mobile platforms, and customer service interactions Furthermore, businesses should prioritize the development of integrated marketing systems, utilizing video exhibitions and product videos to offer customers real-life demonstrations of their offerings, particularly for complex products like the ABB Vietnam robot.
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APPENDIX 1 Questionnaire of Criteria for TOPSIS Method
Very Important Important Slingly Important Medium (M) Unimportant Slingly Unimportant Very Unimportant Respectively
APPENDIX 2 Questionnaire of Alternative for TOPSIS Method
Extremely good Very very good Very good Good Medium good Medium Medium bad Bad Very bad Very very bad Extremely bad
A1 EG VVG VG G MG M MB B VB VVB EB C1
A2 EG VVG VG G MG M MB B VB VVB EB C1
A3 EG VVG VG G MG M MB B VB VVB EB C1
A4 EG VVG VG G MG M MB B VB VVB EB C1
A5 EG VVG VG G MG M MB B VB VVB EB C1
A1 EG VVG VG G MG M MB B VB VVB EB C2
A2 EG VVG VG G MG M MB B VB VVB EB C2
A3 EG VVG VG G MG M MB B VB VVB EB C2
A4 EG VVG VG G MG M MB B VB VVB EB C2
A5 EG VVG VG G MG M MB B VB VVB EB C2
A1 EG VVG VG G MG M MB B VB VVB EB C3
A2 EG VVG VG G MG M MB B VB VVB EB C3
A3 EG VVG VG G MG M MB B VB VVB EB C3
A4 EG VVG VG G MG M MB B VB VVB EB C3
A5 EG VVG VG G MG M MB B VB VVB EB C3
A1 EG VVG VG G MG M MB B VB VVB EB C4
A2 EG VVG VG G MG M MB B VB VVB EB C4
A3 EG VVG VG G MG M MB B VB VVB EB C4
A4 EG VVG VG G MG M MB B VB VVB EB C4
A5 EG VVG VG G MG M MB B VB VVB EB C4
A1 EG VVG VG G MG M MB B VB VVB EB C5
A2 EG VVG VG G MG M MB B VB VVB EB C5
A3 EG VVG VG G MG M MB B VB VVB EB C5
A4 EG VVG VG G MG M MB B VB VVB EB C5
A5 EG VVG VG G MG M MB B VB VVB EB C5
A1 EG VVG VG G MG M MB B VB VVB EB C6
A2 EG VVG VG G MG M MB B VB VVB EB C6
A3 EG VVG VG G MG M MB B VB VVB EB C6
A4 EG VVG VG G MG M MB B VB VVB EB C6
A5 EG VVG VG G MG M MB B VB VVB EB C6
A1 EG VVG VG G MG M MB B VB VVB EB C7
A2 EG VVG VG G MG M MB B VB VVB EB C7
A3 EG VVG VG G MG M MB B VB VVB EB C7
A4 EG VVG VG G MG M MB B VB VVB EB C7
A5 EG VVG VG G MG M MB B VB VVB EB C7