Analysis of the Effect for Customer Relationship Management on Digital Enterprises

Abstract

This study aims to investigate the effect of customer relationship management (CRM) on digital enterprises focusing on their digital shopping process using the agent-based modeling (ABM) in a digital store. In this regard, purposive non-probability sampling method was used to select 300 experts and descriptive and correlation coefficient with SPSS tools were used. The digital shopping process considered in this study include product review, product selection, payment, and receipt, and CRM dimensions include economic profitability, quality of optimal use of information, quality of information display, and customer satisfaction of digital shopping services. The research results based on the conceptual model, statistical analysis, and use of ABM in anylogic environment show that CRM system leads to improved digital enterprise performance and all dimensions of CRM system have a positive effect on digital shopping stages. Finally, the usefulness and accuracy of the results were confirmed based on the positive opinions of experts.