A new model to evaluate the success of electronic customer relationship management systems in industrial marketing: the mediating role of customer feedback management

IF 3.6 4区管理学 Q2 MANAGEMENT

Total Quality Management & Business Excellence Pub Date : 2022-05-23 DOI:10.1080/14783363.2022.2071694

Yishu Liu, Zhong-Chang Chen

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引用次数: 4

Abstract

New technologies are making industries and firms alter their main processes into digital processes for realizing sustainable marketing objectives in the digitalization age. Therefore, Electronic Customer Relationship Management (E-CRM) has become very important as the newest term in the customer-oriented organization. This paper tries to propose a model to examine the effect of buyer behaviors, consumer-driven innovation, product lifecycle management, and customer feedback management on the success of E-CRM. Structural Equation Modeling (SEM) was utilized to analyze the paths of the proposed method, and research data are collected and evaluated using SMART PLS 3.2. The study sample includes 330 participants, with a useful 85% response rate. Current research meaningfully supplies learning and literature by focusing more on the performance of E-CRM systems, examining the related important aspects, and applying advanced statistical analysis techniques. The outcomes indicated that buyer behaviors and consumer-driven innovation positively affect the customer feedback management and success of E-CRM. Besides, the outcomes illustrated that the function of product lifecycle management on customer feedback management was significant. Organizations can obtain competitive advantages from the increased effectiveness of the E-CRM. By identifying the aspects of a successful E-CRM, managers can effectively improve appropriate strategies in addressing the organization's customers.

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评价工业营销中电子客户关系管理系统成功的新模型:客户反馈管理的中介作用

新技术正在使行业和企业将其主要流程转变为数字化流程，以实现数字化时代的可持续营销目标。因此，电子客户关系管理(E-CRM)作为以客户为中心的组织中的一个新兴术语，已经变得非常重要。本文试图提出一个模型来检验买家行为、消费者驱动创新、产品生命周期管理和客户反馈管理对E-CRM成功的影响。利用结构方程模型(SEM)分析所提出方法的路径，并使用SMART PLS 3.2收集和评估研究数据。研究样本包括330名参与者，有效率为85%。目前的研究通过更多地关注E-CRM系统的性能，检查相关的重要方面，并应用先进的统计分析技术，有意义地提供了学习和文献。结果表明，买方行为和消费者驱动创新对E-CRM的客户反馈管理和成功具有正向影响。此外，研究结果还表明，产品生命周期管理对顾客反馈管理的作用显著。组织可以从E-CRM提高的有效性中获得竞争优势。通过确定成功的E-CRM的各个方面，管理人员可以有效地改进应对组织客户的适当策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Total Quality Management & Business Excellence MANAGEMENT-

CiteScore

8.90

自引率

12.80%

发文量

期刊介绍： Total Quality Management & Business Excellence is an international journal which sets out to stimulate thought and research in all aspects of total quality management and to provide a natural forum for discussion and dissemination of research results. The journal is designed to encourage interest in all matters relating to total quality management and is intended to appeal to both the academic and professional community working in this area. Total Quality Management & Business Excellence is the culture of an organization committed to customer satisfaction through continuous improvement. This culture varies both from one country to another and between different industries, but has certain essential principles which can be implemented to secure greater market share, increased profits and reduced costs. The journal provides up-to-date research, consultancy work and case studies right across the whole field including quality culture, quality strategy, quality systems, tools and techniques of total quality management and the implementation in both the manufacturing and service sectors. No topics relating to total quality management are excluded from consideration in order to develop business excellence.