Critical variables for assessing the effectiveness of electronic customer relationship management systems in online shopping

Abstract

PurposeNowadays, businesses globally are scrambling to keep up with the latest trend of adopting Information Technology (IT) tools like electronic customer relationship management (E-CRM). The study aims to examine and describe the impact of information availability, system security and quality on consumer satisfaction and E-CRM efficacy in shopping websites.Design/methodology/approachCommunication in the period of the fourth industrial revolution was performed face to face and via the use of technological communication tools. The growth of information and communication technology (ICT) has compelled businesses to embrace E-CRM to strengthen client relationships and boost profitability, loyalty and satisfaction. E-CRM is implemented to establish communication with customers. So the major goal of the investigation is to look at the function of influencing variables in E-CRM system efficiency in online buying. The present study's statistical population is limitless. The sample size for structural equations is determined to be 384, utilizing the sample measurement technique. A research framework is developed with four hypotheses resulting from previous research to measure the sample. SMART PLS software is used to assess the suggested model and the data received from the questionnaire.FindingsAccording to the findings, availability of information, information quality and security influence user satisfaction. Therefore, considering the dimensions could be a great step in the improvement of the E-CRM effectiveness. The outcomes also showed that online shopping sites should help customers observe the accordance between the received services and their needs' features.Research limitations/implicationsDespite many efforts to complete the article, the low sample size is one of the limitations of this article. Also, the study has only been evaluated in one country, so generalization of results should be made with caution.Practical implicationsThe E-CRM process is a continuous learning process where information about the customer is transformed into a customer relationship. Also, customer satisfaction is the core concern of any system, and such systems must assess customer satisfaction levels by incorporating a procedure. Many research findings show that development managers try to enhance the quality of the relationship with development managers' customers. The study recommends that both designers and managers focus on security, system quality and access to information to boost customer satisfaction.Originality/valueThe research discusses and identifies the key factors that must be considered while providing the solutions of E-CRM. The study helps managers to accelerate E-CRM systems. Also, the paper supports the field of the managers-orientated perspective in E-CRM.