The Impact of Electronic Customer Relationship Management on Marketing Performance with the Analysis of the Mediating Role of Product Innovation and Emphasis on Customer Knowledge
The purpose of this study is to examine how electronic customer relationship management affects marketing performance, with a particular focus on the mediating influence of product innovation and the significance of customer knowledge. The research method is a descriptive survey and applicable in terms of purpose. The statistical population of the study includes managers and supervisors of Dana Insurance's central office, branches, and representatives in Mashhad. Based on Morgan's table, 165 samples were simple-randomly selected. Data were collected through a standard questionnaire and then analyzed using structural equation modeling (SEM) through Smart PLS 3 software. The findings demonstrate that electronic customer relationship management significantly and positively influences product innovation development. Furthermore, product innovation development has a positive and significant effect on marketing performance. Additionally, customer knowledge positively and significantly affects both marketing performance and product innovation development. In conclusion, both electronic customer relationship management and customer knowledge play a vital role in positively and significantly influencing marketing performance through the development of product innovation.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.