Data-Driven Synergy: Investigating e-CRM's Mediation in Building Intelligent Organizations
DOI:
https://doi.org/10.54489/ijcim.v5i1.526Keywords:
Big Data, Intelligent Organization, e-Customer Relation Manager (e-CRM)Abstract
This research explores the effects of Big Data systems on the development of intelligent organizations, particularly the mediating role played by electronic customer relationship management (e-CRM). Mixed-method research design was employed in which the research combined information from the literature with primary data collected using a self-administered questionnaire sent out to a total of 250 respondents. Data analysis was performed by SPSS v.20 and the strength of the associations between the study variables was determined using the Pearson correlation coefficient. The findings showed that Big Data has a significant effect on the development of intelligent organizations while such relation is also reinforced by the mediation role of e-CRM. These results point to the strategic need to use Big Data and e-CRM systems to increase the organizational intelligence, customer value creation, and competitive advantage in the data-driven business environment of today.
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