Volume 14, Issue 55 (Summer 2026)
IUESA 2026, 14(55): 107-126 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Naghshineh A, Faez A, Zargar S M. Analyzing and prioritizing the components of intelligent consumer relationship management based on artificial intelligence with an economic indicators approach (Case study: Home and personal care products industry). IUESA 2026; 14 (55) :107-126
URL: http://iueam.ir/article-1-2292-en.html
URL: http://iueam.ir/article-1-2292-en.html
1- Department of Management, Se.C., Islamic Azad University, Semnan, Iran
2- Department of Management, Se.C., Islamic Azad University, Semnan, Iran ,a.faez@semnaniau.ac.ir
3- Department of Media Management, Se.c.Islamic Azad University, Semnan, Iran.
2- Department of Management, Se.C., Islamic Azad University, Semnan, Iran ,
3- Department of Media Management, Se.c.Islamic Azad University, Semnan, Iran.
Abstract: (15 Views)
This study aimed to identify and prioritize the components of AI‑based smart consumer relationship management with an economic indicators approach in the home and personal care products industry. In terms of purpose, the research is applied, and methodologically it adopts an exploratory mixed‑methods approach. In the first stage, the initial components were extracted through a review of domestic and international literature and then validated and finalized with the opinions of 15 experts in consumer relationship management, artificial intelligence, and industry managers. Subsequently, the SWARA method was used to determine the relative importance of the components, and the Fuzzy DEMATEL method was employed to analyze the causal relationships among them. The findings indicate that smart consumer relationship management in this industry is structured around five main dimensions: infrastructure and technology, strategic management, analytical processes, operational processes, and interaction management. The SWARA results showed that “consumer data integration and governance,” “organizational readiness and technology roadmap development,” and “machine learning and predictive analytics capabilities” rank among the highest priorities. Furthermore, the Fuzzy DEMATEL results revealed that infrastructural and strategic components (particularly organizational readiness, data security, and data governance) play causal and driving roles in the model. Overall, the results suggest that improving economic indicators in smart consumer relationship management requires the simultaneous strengthening of data infrastructure, organizational readiness, and analytical capabilities.
Keywords: Smart Consumer Relationship Management, Artificial Intelligence, Economic Indicators, Home and Personal Care Products.
Type of Study: Research |
Subject:
Entrepreneurship
Received: 2026/06/14 | Accepted: 2026/06/22 | Published: 2026/06/22 | ePublished: 2026/06/22
Received: 2026/06/14 | Accepted: 2026/06/22 | Published: 2026/06/22 | ePublished: 2026/06/22
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
