Abdelrehim Awad
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Impact of electronic customer relationship management on competitive advantage: Mediating role of customer satisfaction in EgyptAir
Problems and Perspectives in Management Volume 22, 2024 Issue #3 pp. 276-286
Views: 198 Downloads: 44 TO CITE АНОТАЦІЯIn today’s highly competitive business environment, organizations, particularly in the airline industry, are increasingly adopting electronic customer relationship management (E-CRM) to enhance customer engagement and achieve a competitive edge. This study aims to analyze the impact of E-CRM on the competitive advantage of EgyptAir, focusing on customer satisfaction as a mediating factor. Employing a descriptive and analytical methodology, the paper surveyed 355 EgyptAir customers, utilizing a structured questionnaire to gather data on E-CRM practices, customer satisfaction, and competitive advantage. The findings reveal a significant positive correlation between E-CRM and competitive advantage, with a correlation coefficient (R) of 0.56 and a determination coefficient (R²) of 0.315, indicating that E-CRM accounts for 31.5% of the variance in competitive advantage. Furthermore, the results demonstrate that customer satisfaction significantly mediates this relationship, with E-CRM explaining 43.9% of the variance in customer satisfaction (R² = 0.439) and a direct positive impact of customer satisfaction on competitive advantage (R = 0.38, R² = 0.247). Path analysis using AMOS v.24 confirmed these findings, showing both direct and indirect effects of E-CRM on competitive advantage through customer satisfaction. The model fit indices (CFI = 0.894, RMSEA = 0.000) suggest a robust model. The study underscores the crucial role of E-CRM in fostering customer satisfaction and enhancing competitive advantage in the airline industry, providing valuable insights for airlines aiming to leverage E-CRM for sustainable success.
Acknowledgments
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program. -
Artificial intelligence and marketing innovation: The mediating role of organizational culture
The rapid advancement of artificial intelligence (AI) is transforming the e-commerce landscape, prompting businesses to adopt innovative marketing strategies. This study investigates the relationship between AI applications and marketing innovation in Egyptian e-commerce retailers, with a focus on the mediating role of organizational culture. The research employed a quantitative approach, utilizing a survey to gather data from 260 Egyptian e-retail store owners, managers, and marketers. The findings reveal a significant positive correlation between AI applications and marketing innovation, with organizational culture playing a crucial mediating role. The correlation coefficient (R) between AI and organizational culture was found to be 0.76, indicating that AI explains 57% of the variance in organizational culture. Similarly, the correlation coefficient (R) between AI and marketing innovation was 0.70, suggesting that AI explains 49% of the variance in marketing innovation. Path analysis further demonstrated a significant indirect effect of AI on marketing innovation through organizational culture. The study concludes that the integration of AI into marketing strategies can substantially enhance innovation, particularly when complemented by a supportive organizational culture. It underscores the importance for e-commerce retailers to invest in AI technologies and cultivate a culture that embraces technological advancements to drive marketing innovation and achieve sustainable competitive advantage.
Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.
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