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The Effect of Electronic Customer Relationship Management on Organizational Performance with Mediating Role of Customer Satisfaction

Author

Listed:
  • Muhammad Imran Hanif

    (Putra Business School, University of Putra Malaysia, Malaysia)

  • Muhammad Ahsan

    (MS Scholar, Institute of Banking and Finance, Bahauddin Zakariya University Multan, Pakistan.)

  • Muhammad Kashif Bhatti

    (MS Scholar, Institute of Banking and Finance, Bahauddin Zakariya University Multan, Pakistan.)

  • Muhammad Sajjad Loghari

    (MS Scholar, Institute of Banking and Finance, Bahauddin Zakariya University Multan, Pakistan.)

Abstract

The purpose of this paper is to investigate the impact of E-CRM on Organizational Performance. The Information technology plays an important role in the organizational settings and customer satisfaction is based on the use of Digital technologies which are prevailing in current organizational environment. The ECRM has also become a major source to collect data form customers and providing value-added services to its client’s in-order to obtain competitive advantage. The study gives proposal to elements of ECRM, techno customer service, and customer satisfaction. The research was conducted by randomly sampling technique in Pakistan. Quantitative and Qualitative methods were used for research process in conducting questionnaire. A sample of 220 questionnaires designed and interviews conducted to get responses, through a well-organized strategy. The question asked that How Technology Effect the customers and it provides satisfaction and improves a company performance. The structured interviews conducted from Managers in different banks through observation technique. This shows that the effect of electronic customer relationship is positively associated with organizational success due to increase in competition it is compulsory for organization to maintain the ECRM system. Our finding shows that Customer satisfaction providing mediation effect to ECRM and organizational performance with the use of technology. This model has a practical implication on services based industry organizations that it reduces human work that would result in unemployment of workforce due to digitalization. The firms are using ECRM technique to acquiring new customers and maintaining relationships with existing customers.

Suggested Citation

  • Muhammad Imran Hanif & Muhammad Ahsan & Muhammad Kashif Bhatti & Muhammad Sajjad Loghari, 2020. "The Effect of Electronic Customer Relationship Management on Organizational Performance with Mediating Role of Customer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 138-147.
  • Handle: RePEc:eco:journ3:2020-05-16
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    References listed on IDEAS

    as
    1. Mostaghel, Rana & Oghazi, Pejvak & Beheshti, Hooshang M. & Hultman, Magnus, 2015. "Strategic use of enterprise systems among service firms: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 68(7), pages 1544-1549.
    2. Dominici, Gandolfo & Palumbo, Federica, 2013. "How to build an e-learning product: Factors for student/customer satisfaction," Business Horizons, Elsevier, vol. 56(1), pages 87-96.
    3. He, Yuanqiong & Keung Lai, Kin & Sun, Hongyi & Chen, Yun, 2014. "The impact of supplier integration on customer integration and new product performance: The mediating role of manufacturing flexibility under trust theory," International Journal of Production Economics, Elsevier, vol. 147(PB), pages 260-270.
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    Cited by:

    1. Mohammadjavad Shabankareh & Ali Sarhadi, 2023. "The analysis of the electronic customer relationship management system based on marketing performance and knowledge management of the company using the Fuzzy cognitive map approach," SN Business & Economics, Springer, vol. 3(2), pages 1-23, February.

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    More about this item

    Keywords

    Electronic Customer Relationship Management; Organizational Performance; Customer Satisfaction;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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