Modelling the customer relationship management in a multi‐layer supply chain considering product life cycle

We are aiming to develop a mathematical model in a three layer supply chain using customer relationship management extracting the product life cycle factors to satisfy customers' interests. Then, the mathematical model implies the optimal number of products and the fulfillment of an activity. We consider a three layer supply chain consisting supplier, manufacturer and customers. Customers' opinions about the product life cycle are collected via a customer relationship system. The problem is modelled to minimise the total cost of the system and maximise the process capability. The proposed bi‐objective model was handled using analytic hierarchy process (AHP) weighing method. Also, a linearisation is performed to facilitate optimisation process. An application example is illustrated to verify the effectiveness of the proposed methodology.