The mediating role of customer relationship management between e-supply chain management and competitive advantage

Abdalrazzaq Aloqool,Malek Alharafsheh,Jassim Ah-Mad Al-Gasawneh,Hadeel Abdellatif,Lana Ahmad Suleiman Alghasawneh

doi:10.5267/j.ijdns.2021.9.002

Abstract

The purpose of this study is to explore the role of implementing e-supply chain management (E-SCM) on the competitive position of companies and whether implementing customer relationship management (CRM) can affect the relationship between E-SCM and competitive advantage. To achieve this objective, a quantitative approach was utilized. A total of 300 questionnaires were distributed where 243 questionnaires were returned, with 17 incomplete questionnaires being excluded, leaving 226 usable questionnaires. PLS-SEM software was used to analyze the data. The results of this study demonstrate the imperative role of implementing E-SCM and CRM on creating a competitive advantage for firms. It also shows that CRM mediates the relationship between E-SCM and competitive advantage, suggesting that utilizing different technologies can help firms better communicate with their customers and thus better serve them which in turn will enhance customers’ satisfaction and thus boost the competitive position of the firm.

Highlights

Companies all over the world are facing severe competition in all industries (Abdellatif, 2021)
The purpose of this study is to explore the role of implementing e-supply chain management (ESCM) on the competitive position of companies and whether implementing customer relationship management (CRM) can affect the relationship between E-Supply chain MGT (E-SCM) and competitive advantage
The results of this study demonstrate the imperative role of implementing E-SCM and Customer relationship management (CRM) on creating a competitive advantage for firms

Summary

Introduction

Companies all over the world are facing severe competition in all industries (Abdellatif, 2021). An organization might have one or more sources for competitive advantage such as; product quality, prices, operations, customers' relationship and much more (Ulaga, & Eggert, 2006; Atnafu, & Balda, 2018). The demand for higher quality products and better customer services along with lower prices is creating an intense competition between rivals. Companies found themselves forced to understand customers' requests and respond to them (Dandis et al, 2021), which leads to establishing better relationships with customers (Shukla & Pattnaik, 2019). Maintaining this relationship is a major priority. E-SC is a technological change, and a cultural change that affects the entire SC including business processes, management policy, performance metrics and organizational structures

Objectives

Methods

Results

Discussion

Conclusion