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

Abstract

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.