The impact of cost, technology acceptance and employees' satisfaction on the effectiveness of the electronic customer relationship management systems

Internet technology enables companies to capture new customers, track their performances and online behavior, and customize communications, products, services, and prices. Customer relationship management (CRM) is an important concept to maintain competitiveness at e-commerce. The issue of electronic customer relationship management (E-CRM) has increasingly become the identification of the success of the CRM implementation. The E-CRM has emerged as one of the most prominent information system that enables organizations to contact customers and collect, store and analyze customer data in order to provide a comprehensive view of their customers. Organization can obtain competitive advantages from increase effectiveness of the E-CRM. This research proposes determining the effective factors (cost, technology acceptance and employees' satisfaction) for the effectiveness of the E-CRM. The structural equation modeling technique was used to evaluate the causal model and to examine the reliability and validity of the measurement model. The results of gathered data from 210 employees of the East Azerbaijan Tax Administration in iran is indicated that the impact of the technology acceptance on organization performance begins with infrastructure capability, ease of use, and E-learning systems, and the complementarity between these factors positively influences the effectiveness of the E-CRM. The results also indicated that the customer costs positively affects on the customer relationship performance, which consequently leads to improvements of the effectiveness of the E-CRM in organization. Our findings show that each of cost, technology acceptance and satisfaction employee plays an important role toward in effectiveness of the E-CRM.