Reconceptualizing Electronic Customer Relationship Management Capabilities and Customer Satisfaction in Manufacturing Firms: A Structural Equation Modeling Approach

This study advances the theoretical understanding of electronic Customer Relationship Management (e-CRM) efficacy within the contemporary manufacturing sector by developing and empirically testing a comprehensive framework linking specific e-CRM capabilities to subsequent customer satisfaction outcomes. While existing literature acknowledges the transactional benefits of digital customer interfaces, a nuanced exploration of how distinct, integrated e-CRM capabilities drive satisfaction in complex, business-to-business (B۲B) manufacturing contexts remains fragmented. Utilizing a quantitative methodology grounded in survey data from ۳۱۵ manufacturing firms, this research operationalizes e-CRM into three core capability dimensions: Analytical e-CRM (data mining, predictive modeling), Operational e-CRM (integrated service platforms, automated processes), and Collaborative e-CRM (knowledge sharing portals, synchronized feedback loops). The structural equation modeling (SEM) results indicate that all three capability dimensions significantly and positively influence overall customer satisfaction. Notably, Collaborative e-CRM exhibits the strongest predictive power, suggesting that the ability to seamlessly co-create value and share information with manufacturing clients is paramount. This paper provides a methodological contribution by rigorously validating a multi-dimensional measurement model for e-CRM capabilities in a domain often overlooked in favor of B۲C contexts. The findings offer critical guidance for manufacturing managers aiming to strategically invest in digital transformation to enhance deep-seated client relationships and loyalty.

کلیدواژه ها:

e-CRM Capabilities ، Manufacturing Sector ، Customer Satisfaction ، Structural Equation Modeling ، Digital Transformation ، B۲B Relationships