Providing a model for estimating the success of electronic customer relationship management systems in industry management

Resumo

Electronic Customer Relationship Management (ECRM) is a solution to address these challenges by focusing on customer behaviour, change and innovation management, product and service cycle management, supply chain management, and business process management. Effective ECRM implementation can help reduce project implementation time and costs. Structural Equation Modeling (SEM) has been used to analyse the proposed model. A conceptual model has also been defined so that the results and data collected by SmartPLS can be categorized, analysed, and evaluated using questionnaires. A total of 385 participants were employees of two major industrial projects. The findings demonstrate that every factor taken into account, namely Technological Innovation, Supply Chain Management, Business Management, Strategic Management, and Production Development, significantly contributes to the success of ECRM in industrial projects. The assessment and verification, reliability, and validity were carried out using the structural equation model.