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Efficient customer relationship management systems for online retailing: The investigation of the influential factors

Published online by Cambridge University Press:  10 August 2022

Kimia Latifi Open the ORCID record for Kimia Latifi [Opens in a new window] ,
Ahoo Ebrahimi ,
Mehdi Ranjbaran ,
Arman Mirzaei  and
Zahra Fakhri
Kimia Latifi*
Affiliation:
Department of Management, Science and Technology, Amirkabir University of Technology, Tehran, Iran
Ahoo Ebrahimi
Affiliation:
Department of Business Administration, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
Mehdi Ranjbaran
Affiliation:
Management and Accounting Department, Allameh Tabatab'i University (ATU), Tehran, Iran
Arman Mirzaei
Affiliation:
Department of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Zahra Fakhri
Affiliation:
Department of Marketing and Logistics, Florida International University, Miami, USA
*
*Corresponding author: Kimia Latifi, E-mail: kimia.ltf@aut.ac.ir
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Abstract

In business processes, gaining customer satisfaction is vital for online retailing. In this way, it is necessary to identify the important factors for attracting and retaining customers in online retailing. Many factors are involved in efficient customer relationship management (CRM) systems. Their efficient implementation needs a deep focus on key customers, proper organization, knowledge management, technology, market, sales, ordering, support, and many other factors. Therefore, this paper examines the effective factors (including innovation management, market knowledge, competitive intelligence, entrepreneurship management, stakeholder management, project management, and business project management) on the efficiency of the CRM systems for online retailing. The data were collected from Digikala employees in Iran. Based on Morgan's table (Table A2 (Appendix)), 248 samples were randomly selected, and questionnaires were sent to employees, where 234 were fully answered. Research data and assumptions were evaluated using SPSS and PLS software. Research findings showed that innovation management (ß = .390, t = 6.426, p < .001), market knowledge (ß = .296, t = 4.864, p < .001), and competitive intelligence (ß = .115, t = 2.190, p < .005) directly impact the efficient CRM systems for online retailing. Stakeholder management (ß = .283, t = 9.713, p < .001), project management (ß = .229, t = 5.458, p < .001), and business project management (ß = .544, t = 11.351, p < .001) are also effective through the mediator variable of entrepreneurial management (ß = .143, t = 2.314, p < .005) on the efficient CRM systems for online retailing.

Keywords

Business project managementcompetitive intelligenceentrepreneurship managementinnovation managementmarket knowledgeproject managementstakeholder management
Type
Research Article
Information
Journal of Management & Organization , Volume 29 , Issue 4: The Role of New ICT-based Systems in Modern Management , July 2023 , pp. 763 - 798
Copyright
© The Author(s), 2022. Published by Cambridge University Press in association with the Australian and New Zealand Academy of Management

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