The relationships between ecrm, innovation, and customer value - An empirical study

In this era of customer-oriented and highly competitive environment in the electronics industry, many companies have implemented Electronic Customer Relationship Management (eCRM) as a link between businesses and customers. The obtained customer data assist companies in understanding customer needs and identifying appropriate strategies for effectively performing data analysis. eCRM simulates innovation capability, product innovation process, and customer value. As a result, firms could effectively enhance customer satisfaction and maintain customer relationships, which in turn play a critical role in helping businesses achieve competitive advantages and long-term goals in this highly competitive market. This study examines the relationships among eCRM, innovation capability, and customer value in the electric and electronics industry in Taiwan. The eCRM application includes sales, marketing, customer service and a complete information system management to establish an integrated customer-oriented eCRM, aiming to understand customer needs and expectations, improve firms´ innovation capability, satisfy customer demands, and enhance customer value. The findings of this study show the direct and indirect positive impact among eCRM, innovation capability, product image value, and personnel service value.