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.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.