The analysis of the electronic customer relationship management system based on marketing performance and knowledge management of the company using the Fuzzy cognitive map approach

• Published in: SN Business & Economics Vol. 3; no. 2
• Main Authors: Shabankareh, Mohammadjavad, Sarhadi, Ali
• Format: Journal Article
• Language: English
• Published: Cham Springer International Publishing 31.01.2023
• Subjects: Business and Management; Economics; Finance; Original Article; Marketing performance; Knowledge management; Electronic customer relationship management; Fuzzy cognitive map approach
• ISSN: 2662-9399; 2662-9399
• DOI: 10.1007/s43546-023-00440-5

The present study aims to analyze the electronic customer relationship management system based on marketing performance and knowledge management of the company using the Fuzzy cognitive map approach. To the best of our knowledge, this issue is not investigated in previous studies. To identify and select the model elements, we reviewed the literature and previous works and utilized the opinions of 20 senior managers of the largest online retailer in Iran as experts in the field. Moreover, for the analysis of the data in our study, we employed the Fuzzy Cognitive Map approach and FCMapper software to present the Fuzzy cognitive map of the electronic customer relationship management based on marketing performance and knowledge management. According to the analysis results, the element of “having a database of online customers” has the highest centrality degree (4.96) and the highest significance (based on the priority of the weights) among the elements relative to the electronic customer relationship management based on marketing performance and knowledge management.