Presenting an Operational Planning Framework for Customer Relationship Management Using a Multi-Objective Decision-Making Approach:A Case Study of Gol Gohar Mining and Industrial Company

Abstract

The aim of this study is to develop an operational planning framework for the development of Customer Relationship Management (CRM) strategies in the Gol Gohar Mining and Industrial Company. This research is grounded in the pragmatism paradigm with a developmental objective and is conducted as a mixed-method (qualitative–quantitative) study using a cross-sectional, survey-based approach (interviews and questionnaires), implemented through field studies in two stages.In the first qualitative stage, the research strategy was based on thematic analysis. Data were collected through semi-structured, in-depth interviews with experts, along with a review of internal company documents and scientific sources. A total of 15 experts in sales, marketing, and customer service at the Gol Gohar Mining and Industrial Company were selected using purposive sampling. The sample size was determined based on the principle of theoretical saturation. Data coding was performed at open, axial, and selective levels using MAXQDA software. As a result, 18 key challenges, 18 corresponding strategies to address them, and 11 developmental objectives were identified and organized within a challenge–strategy–objective conceptual framework. In addition, 14 key success factors in CRM and major resource constraints, including budget and time limitations, were identified to establish a coherent and realistic framework for operational CRM planning. At the end of this stage, the extracted themes and categories were converted into measurable indicators to serve as inputs for the quantitative analysis in the second stage. Research validity was ensured through expert review of the items and thematic analysis of qualitative data, while reliability was confirmed through expert consensus and independent review of the coding process.In the second stage, the research strategy involved quantitative analysis based on the data extracted from the first stage. Quantitative data were collected through a questionnaire derived from the identified themes and strategies and distributed among 15 experts and managers in the mining industry with at least ten years of professional experience, selected through purposive sampling. Data analysis was conducted using Excel and R software and multi-criteria decision-making methods, including the House of Quality matrix, Analytic Hierarchy Process (AHP), Simple Additive Weighting (SAW), and Goal Programming. The results indicate that successful CRM implementation in the Gol Gohar Mining and Industrial Company requires the simultaneous integration of technological, data-driven, and human-centered initiatives. The findings show that strategies such as CRM system integration, development of managerial dashboards, and establishment of interdepartmental committees exhibit the highest alignment with organizational development objectives and generate the greatest effectiveness under resource constraints.By adopting a mixed qualitative–quantitative approach and integrating thematic analysis with multi-criteria decision-making techniques and goal programming, this study contributes to the existing body of knowledge on CRM. With a specific focus on the mining industry, it provides managers with a structured and evidence-based understanding of CRM challenges, strategies, and success factors, enabling more effective operational decision-making and strategic planning through optimal resource allocation and alignment of technological and human objectives.