The Impact of Implementing and Establishing Customer Relationship Management in a Case Study: Digi Kala Company

The overall purpose of this study is to determine the effect of success factors of electronic customer relationship management on the performance of Digikala. This research is descriptive-survey (cross-sectional) in terms of method and in terms of purpose is applied research and in terms of type is in the field of field research. The statistical population of the study includes the customers of Digi Kala Company. Due to the infinity of the study population, ۳۸۴ customers were selected and studied by non-probability sampling method. Standard questionnaires were used to collect data. The validity of the questionnaire was confirmed by KMO and Bartlett tests and the reliability of the questionnaire was confirmed by Cronbach s alpha coefficient. So that the total reliability of the questionnaire was ۰.۸۳۰. The results of the analysis using the structural equation model with the help of LISREL software showed that the success factors of electronic customer relationship management affect the performance of Digikala. The results also showed that electronic customer relationship management has an effect on customer satisfaction, customer trust and customer loyalty. Customer satisfaction has an effect on customer loyalty. Customer trust has an effect on customer loyalty. Customer satisfaction affects the performance of the bank. Customer loyalty affects the performance of Digikala. Customer trust affects the performance of Digikala.

Keywords:

Electronic Customer Relationship Management , Satisfaction , Trust , Loyalty , Performance