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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

Author

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  • Mohammadjavad Shabankareh

    (University of Tehran)

  • Ali Sarhadi

    (Islamic Azad University Science and Research Branch)

Abstract

The present study aims to analyze the electronic customer relationship management system based on marketing performance and knowledge management of the company using the Fuzzy cognitive map approach. To the best of our knowledge, this issue is not investigated in previous studies. To identify and select the model elements, we reviewed the literature and previous works and utilized the opinions of 20 senior managers of the largest online retailer in Iran as experts in the field. Moreover, for the analysis of the data in our study, we employed the Fuzzy Cognitive Map approach and FCMapper software to present the Fuzzy cognitive map of the electronic customer relationship management based on marketing performance and knowledge management. According to the analysis results, the element of “having a database of online customers” has the highest centrality degree (4.96) and the highest significance (based on the priority of the weights) among the elements relative to the electronic customer relationship management based on marketing performance and knowledge management.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:snbeco:v:3:y:2023:i:2:d:10.1007_s43546-023-00440-5
    DOI: 10.1007/s43546-023-00440-5
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    References listed on IDEAS

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    1. 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.
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    3. Adeel Mehmood & Muhammad Yousaf Zain Ul Abedin, 2017. "Does Knowledge Management Influence the Customer's Satisfaction and Intention to Quit? Mediating Role of Customer Relationship Management," Post-Print hal-01599100, HAL.
    4. Sharma, Piyush & Davcik, Nebojsa S. & Pillai, Kishore Gopalakrishna, 2016. "Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance," Journal of Business Research, Elsevier, vol. 69(12), pages 5662-5669.
    5. Khan, Huda & Khan, Zaheer, 2021. "The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity," International Business Review, Elsevier, vol. 30(6).
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