Mediating Role of Customer Relationship Management between Buying Behavior and Critical Risk Factors via Digital Buying

Tejus Sangameshwara; P Nagesh; Sindu Bharath; T S Nanjundeshwaraswamy

doi:10.17485/IJST/v16i6.54

Article

Mediating Role of Customer Relationship Management between Buying Behavior and Critical Risk Factors via Digital Buying

VIEWS 865
PDF 196

Indian Journal of Science and Technology

DOI: 10.17485/IJST/v16i6.54

Year: 2023, Volume: 16, Issue: 6, Pages: 442-448

Original Article

Mediating Role of Customer Relationship Management between Buying Behavior and Critical Risk Factors via Digital Buying

Tejus Sangameshwara¹, P Nagesh^2*, Sindu Bharath³, T S Nanjundeshwaraswamy⁴

¹Research Scholar, JSS Centre for Management Studies, JSS Science and Technology University, Mysore - 570 006, India
²Professor, Research Scholar, JSS Centre for Management Studies, JSS Science and Technology University, Mysore - 570 006, India
³Associate Professor, JSS Centre for Management Studies, JSS Science and Technology University, Mysore, 570 006, India
⁴Professor, JSS Academy of Technical Education, 560 056, Bangalore

*Corresponding Author
Email: [email protected]

Received Date:07 January 2023, Accepted Date:14 January 2023, Published Date:15 February 2023

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Purpose: To examine the mediating effect of Customer Relationship Management (CRM) amid Digital Buying Behaviour (DBB) and Risk Factors (RF). Methods: The structured questionnaire was adopted to analyse critical factors of DBB, RF and CRM. The instrument was designed and validated with the help of exploratory factor analysis and confirmed the items by confirmatory factor analysis. The model fitness is verified. The reliability of the scale was tested along with CR. The field testing is done to remove ambiguity. The nativity changes were incorporated to align the current study. The responses were collected using convenience sampling method through the e-mail survey and 410 valid responses (digital consumers) considered. The data were collected during August – November 2022. Quantitative approach is used to examine both directions of the considered variables. First, the direct effect of DBB on RF is examined. Secondly, the direct effect of CRM is studied. Further, mediating effect of CRM in relationship amid DBB and RF is established. Findings: The DBB is significant and directly connected with RF (b = 0.952, p < .001), CRM is significant and positively allied with RF (b = 0.471, p < .001). DBB is significant and positively related to CRM (b = 0.779, p < 0.001), after removal of mediating variable (CRM), b weight of DBB is reduced from 0.952 to 0.703. Sobel test is steered to confirm the significance of the mediation effect of CRM, test statistic (z= 3.09, p <.001). Thus, CRM act as a partial mediator amid DBB and RF. Novelty: The present study integrates DBB, RF and CRM features associated in digital buying in solitary manner unlike sliced approach. The study of CRM role especially in digital buying is a uniqueness of the present research. Further, studying the partial mediating effect of CRM amid DBB and RF itself is a new attempt.

Keywords: Digital Buying Behaviour (DBB); Risk Factors (RF); Customer Relationship Management (CRM); Mediating Effect; Confirmatory Factors Analysis; Sobel Test

References

Polanco-Diges L, Debasa F. The use of digital marketing strategies in the sharing economy: A literature review. Journal of Spatial and Organizational Dynamics. 2020;8(3):217–246. Available from: https://www.jsod-cieo.net/journal/index.php/jsod/article/view/244/190
Alqershi N, Mokhtar SSM, Abas Z. The influence of structural capital on the relationship between CRM implementation and the performance of manufacturing SMEs. International Journal of System Assurance Engineering and Management. 2022;13(3):1205–1218. Available from: https://doi.org/10.1007/s13198-021-01417-z
Ferrer-Estévez M, Chalmeta R. Sustainable customer relationship management. 2022. Available from: https://doi.org/10.1108/MIP-06-2022-0266
Gu S, Ślusarczyk B, Hajizada S, Kovalyova I, Sakhbieva A. Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior. Journal of Theoretical and Applied Electronic Commerce Research. 2021;16(6):2263–2281. Available from: https://doi.org/10.3390/jtaer16060125
Hove-Sibanda P, Motshidisi M, Igwe PA. Supply chain risks, technological and digital challenges facing grocery retailers in South Africa. Journal of Enterprising Communities: People and Places in the Global Economy. 2021;15(2):228–245. Available from: https://doi.org/10.1108/JEC-05-2020-0104
Singh V, Nanavati B, Kar AK, Gupta A. How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach. Information Systems Frontiers. 2022;p. 1–8. Available from: https://doi.org/10.1007/s10796-022-10314-0
Kutnjak A. Covid-19 Accelerates Digital Transformation in Industries: Challenges, Issues, Barriers and Problems in Transformation. IEEE Access. 2021;9:79373–79388. Available from: https://doi.org/10.1109/ACCESS.2021.3084801
Valaskova K, Durana P, Adamko P. Changes in Consumers’ Purchase Patterns as a Consequence of the COVID-19 Pandemic. Mathematics. 2021;9(15):1788. Available from: https://doi.org/10.3390/math9151788
Cecianti VP, Hati SRH. Factors affecting online impulse buying on social commerce in Indonesia: The moderation role of perceived financial risk. Contemporary Research on Business and Management. 2021;p. 237–240. Available from: https://doi.org/10.1201/9781003196013-58
Mohammad E, Rula MS. Investigating the Impact of E-CRM on Customer Loyalty: A Case of B2B (Business to Business Zain’s Customers) in Zain Company in Jordan. 2020. Available from: http://dx.doi.org/10.35682/1574
Nanjundeswaraswamy TS, Bharath S, Nagesh P. Employer branding: design and development of a scale. Journal of Economic and Administrative Sciences. 2022. Available from: https://doi.org/10.1108/JEAS-01-2022-0012
Sangameshwara T, Nagesh P, Bharath S. Critical Risk Features of Digital Buying: A Quantitative Assessment. Indian Journal Of Science And Technology. 2022;15(46):2589–2593. Available from: https://doi.org/10.17485/IJST/v15i46.2072
Joshi PP, Nagesh P, Bharath S. Design Parameters of Cross-Cultural Training (CCT) Programs in Information Technology (IT) Organizations. Indian Journal of Science and Technology. 2022;15(11):468–473. Available from: https://doi.org/10.17485/IJST/v15i11.2456
Nanjundeswaraswamy TS, Bharath S, Nagesh P. Employer branding: design and development of a scale. Journal of Economic and Administrative Sciences. 2022. Available from: https://doi.org/10.1108/jeas-01-2022-0012
Yunus M, Saputra J, Muhamma Z. Digital marketing, online trust and online purchase intention of e-commerce customers: Mediating the role of customer relationship management. International Journal of Data and Network Science. 2022;6(3):935–944. Available from: https://doi.org/10.5267/j.ijdns.2022.2.003
Habib S, Hamadneh NN, Hassan A. A. The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms. Journal of Mathematics. 2022. Available from: https://doi.org/10.1155/2022/5327626
Al-Bashayreh M, Almajali D, Al-Okaily M, Masa’deh R, Al-Adwan AS. Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction. Sustainability. 2019;14(19):12310. Available from: https://doi.org/10.3390/su141912310
Zhao H, Yao X, Liu Z, Yang Q. Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Frontiers in Psychology. 2021;12:5016. Available from: https://doi.org/10.3389/fpsyg.2021.720151
Almajali D, Lfityani AA, Maali H, Almajali H. Critical success factors for assessing the effectiveness of E-CRM systems in online shopping: The mediating role of user satisfaction. Uncertain Supply Chain Management. 2022;10(3):667–678. Available from: https://doi.org/10.5267/j.uscm.2022.5.008
Azeem M, Aziz S, Shahid J, Hayat A, Ahmed M, Khan MI. The impact of customer-centric business strategies on customer relationship management: pharmaceutical field-force perspective. International Journal of Pharmaceutical and Healthcare Marketing. 2022;16(1):138–154. Available from: https://doi.org/10.1108/IJPHM-09-2020-0083

Copyright

© 2023 Sangameshwara et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Published By Indian Society for Education and Environment (iSee)