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

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

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 Keywords:

Electronic Customer Relationship Management , E-CRM , Customer Satisfaction , Customer Experience , Heavy Automotive Companies , Tehran