Influence of effective factors on the success of E-CRM systems

Today, with the change in buying patterns, the Internet has become a platform with a high penetration rate for buying and selling products. With the increase of online stores, understanding the buying behavior in online environments and developing efficient marketing strategies for long-term communication with customers and making them loyal has become significant. Therefore, the current research examines the effect of service quality (SQ) on the success of electronic customer relationship management (E-CRM) systems through customer experience (CX), perceived value (PV), customer trust (CT) and satisfaction (CS). This research is applied in terms of target audience and descriptive-survey in terms of nature and method. The studied population included the customers of Digikala in Tehran city. The sample size was determined by Klein's method of 200 people. The data was collected and distributed online through a standard questionnaire of 29 questions with a non-random sampling method. Data analyzes were performed in descriptive statistics and inferential statistics with SPSS version 26 and Smart PLS version 3, respectively. All hypotheses were confirmed, and the findings showed that SQ has a positive and significant effect on the success of E-CEM systems, both directly and indirectly through enhancing CX, PV, CT, and CS. The results of this study provide practical concepts for experts and marketing managers to improve the efficiency and performance of E-CRM systems, and with special emphasis on the importance of E-CRM, it helps to advance the existing knowledge and theories in platform businesses, digital businesses, and online retailers.