Design and Analysis on Customer Relationship Performance of Enterprises Based on DEA Technique

Abstract

With the augment of competition environment, the focus of enterprise management has been moved on customer relationship from the traditional management principle which took productions as core management conception. Customer relationship performance of enterprises can reflect enterprisespsila competition capability in marketing. In present, the demands of customers are more complex and multiplex. Customer relationship of enterprises is a multiple dimensions system, which includes customer satisfaction, enterprise marketing occupation and enterprisespsila communication capability. Data Envelopment Analysis (DEA) is a relative efficiency evaluation method for measuring the relative efficiency of multiple inputs and outputs system. An analysis frame was designed and proposed in this paper for evaluating the customer relationship performance of enterprises based on DEA models. Cross-efficiency is an evaluation method based on the mean value of DEA model. Taking 47 enterprises in Jilin province as empirical analysis, the customer relationship performance of these enterprises were ranked and analyzed by cross-efficiency method in this paper.