چکیده مقاله
Modern technologies, such as Electronic Customer Relationship Management E CRM , play a crucial role in enhancing relationships between companies and customers This study investigates the impact of E CRM on customer satisfaction and perceived experience in heavy automotive manufacturing companies in Tehran This quantitative and applied research used descriptive survey and correlational methods for data collection The primary tool was a questionnaire, including those on E CRM, customer satisfaction, and customer experience by Kumar et al 2021 Data analysis was conducted with SPSS and Smart PLS software The statistical population consisted of 3100 customers from Ariadyzel Motor, Bahman Diesel, and Saipa Diesel companies A sample of 346 individuals was selected based on Morgan's sample size table with a 5% error margin, and 320 questionnaires 92% response rate were returned The results indicate that E CRM indirectly leads to increased customer satisfaction through improved customer experience, with R² values of 0 629 and 0 875 for experience and satisfaction, respectively The AVE values for E CRM, customer experience, and customer satisfaction constructs were 0 533, 0 485, and 0 563, respectively, indicating appropriate
کلیدواژهها
نویسندگان
Soheila Amirvedaei
Faculty of Humanities, University of Science and Culture, Tehran, Iran
Saeid Ehdaie
Faculty of Humanities, University of Science and Culture, Tehran, Iran
Akbar Goldasteh
Faculty of Humanities, University of Science and Culture, Tehran, Iran
شیوه ارجاع
Amirvedaei, Soheila and Ehdaie, Saeid and Goldasteh, Akbar,1403,Investigating the Impact of Electronic Customer Relationship Management (E-CRM) on Customer Satisfaction in Heavy Automotive Companies Based in Tehran with the Mediating Role of Customer Experience,The 14th ECDC2025 international e-commerce conference with the approach of artificial intelligence, Internet of Things, business and metaverse,Shiraz
ارائهشده در
مجموعه مقالات چهاردهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۲۵ با رویکرد هوش مصنوعی، اینترنت اشیاء، کسب و کار و متاورس25 بهمن 1403 · شیراز