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Customer care is important for its role in relationship building. This role has traditionally been performed by human customer agents; however, the emergence of interactive generative AI (GenAI) shows potential for using AI for customer care in emotionally charged interactions. Bridging practice and the academic literatures in marketing and computer science, this article develops an AI-enabled customer care journey, from accurate emotion recognition to empathetic response, emotional management support, and, finally, the establishment of an emotional connection. Marketing requirements for each of the stages are derived from in-depth interviews with top managers and a survey of chief marketing officers. By juxtaposing these requirements against the current feeling capabilities of GenAI, the authors highlight the technological challenges engineers must tackle. The article concludes with a set of marketing tenets for implementing and researching the caring machine. These include verifying emotion recognition accuracy using marketing emotion theories through multiple emotion signals and methods, utilizing prompt engineering to enhance GenAI's emotion understanding, employing "response engineering" to personalize emotion management recommendations, and strategically deploying GenAI for emotional connection to simultaneously enhance customer emotional well-being and customer lifetime value. [ABSTRACT FROM AUTHOR]

For more than 20 years, the consumer–brand relationship (CBR) subfield has flourished with scores of constructs being employed. We provide an epistemological examination of its 14 most commonly measured relational constructs (e.g. Brand Love, Self-Brand Connection) collected from 767 research articles, reflecting 1,753 scales and approximately 9,200 items. We demonstrate that constructs overlap an average of 43% across all journals and 21% in top journals due to assessing highly similar or synonymous ideas (i.e. jangle). We use a combination of text and cluster analyses to show that measures of allegedly the same construct are polysemic, having an average of 5.3 different meanings (i.e. jingle). The results document in the CBR subfield the types of measurement inconsistencies and ambiguities that have sown confusion and frustration in other academic fields. We discuss the roots of these problems and offer recommendations aimed at helping scholars to improve measurement practices and to limit the presence of jingle and jangle in the CBR subfield. [ABSTRACT FROM AUTHOR]

Digital technologies challenge incumbent firms to rethink their established approaches to customer relationships. This article examines how a corporate bank reconfigured its relationship-oriented business model to benefit from digital transformation. The case analysis reveals a gradual transition toward a blended service model that first replaces, then complements, and finally augments physical with digital in increasingly complex customer interactions. While replacing and complementing human-enabled services with digital offerings are necessary steps of the digital transition, the associated competitive advantages are perceived as unlikely to endure. In contrast, augmenting human-enabled services with sophisticated digital technologies holds the potential for sustainable competitive advantage. [ABSTRACT FROM AUTHOR]

Routines shape many aspects of day-to-day consumption. While prior research has established the importance of habits in consumer behavior, little work has been done to understand the implications of routines—which the authors define as repeated behaviors with recurring, temporal structures—for customer management. One reason for this dearth is the difficulty of measuring routines from transaction data, particularly when routines vary substantially across customers. The authors propose a new approach for doing so, which they apply in the context of ridesharing. They model customer-level routines with Bayesian nonparametric Gaussian processes, leveraging a novel kernel that allows for flexible yet precise estimation of routines. These Gaussian processes are nested in inhomogeneous Poisson processes of usage, allowing the authors to estimate customers' routines and decompose their usage into routine and nonroutine parts. They show the value of detecting routines for customer relationship management in the context of ridesharing, where they find that routines are associated with higher future usage and activity rates, and more resilience to service failures. Moreover, the authors show how these outcomes vary by the types of routines customers have, and by whether trips are part of the customer's routine, suggesting a role for routines in segmentation and targeting. [ABSTRACT FROM AUTHOR]

Embedded with artificial empathy, artificial intelligence (AI) companions (ACs) can create, communicate, and deliver value to customers. This article analyzes current and emerging ACs in order to explore AI's role in transforming customer journeys and establishing long-lasting customer relationships. It also identifies existing business challenges in developing user-AI companionship and offers a remedial strategy matrix. Purely functional or emotional capabilities lead to interest in the companion plummeting with time. The findings reveal the need to design holistic ACs with a hybrid of functional, emotional, and conversational capabilities to mitigate the uncanny valley problem. [ABSTRACT FROM AUTHOR]

Expecting improvements in productivity and performance, organizations continue to invest considerably in sales technology tools and platforms such as customer relationship management, social media, and artificial intelligence. Accordingly, scholars in this area have produced a rich literature stream. Nevertheless, a fragmented picture remains regarding sales technology's role within the sales process and the factors leading to its adoption, use, and subsequent effectiveness. Hence, synthesizing extant scholarship that can be easily approached by managers and which can offer a guide for future research represents a worthy scholarly endeavor. In this study, we comprehensively (e.g. 115 articles) review the sales technology literature covering over fifty years (1971 to 2023). In so doing, we identify themes from past research and discuss implications for sales managers in the current technological era while offering potential research avenues that speculate on the future of the sales technology landscape. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19). Design/methodology/approach: A qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities. Findings: Results highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed. Research limitations/implications: The study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample. Practical implications: Findings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach. Originality/value: This research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation. [ABSTRACT FROM AUTHOR]

The telecom sector creates huge amounts of information every day as a result of its large customer base. Business professionals and decision-makers emphasized that maintaining existing clients is less expensive than recruiting new ones. Business analysts and customer relationship management (CRM) need to know the reasons why customers leave and the behavior patterns from earlier churn consumer’s data. Today, there is a problem with customer churn examination and prediction in the telecom industry since it is crucial for the sector to examine customer behavior to identify those who are going to stop their subscriptions. Customer retention could be increased by utilizing detection system to detect consumer behavior. Recent advancements in machine learning (ML) have made churn prediction more precise and practical. It is essential for identifying customers ready to leave using company’s products and services in the early stage. Hence in this work, predicting customers churn in telecommunication sector using Naïve Bayes (NB) model is presented. The performance of presented NB algorithm is evaluated using the parameters accuracy, precision, and sensitivity. The NB algorithm will have better performance than pervious approaches. [ABSTRACT FROM AUTHOR]

AbstractFor businesses in emerging countries, often confronted with important social and development challenges, cause-related marketing (CRM) might help to improve their market share in demonstrating corporate social responsibility. This study explores the relationship between CRM bringing up the issue of COVID-19 and purchase intention among consumers of banking services in an emerging country. We collect data through two survey studies (303 and 506 respondents) using a 3-month time-lagged design. Results show the relevance of associative learning and signal theories in confirming (1) the positive sequential mediating effect of brand association and commitment on the relationships between CRM bringing up the issue of COVID-19 and purchase intention and (2) the moderating positive impact of corporate image on the relationships between CRM bringing up the issue of COVID-19 and consumer brand association. Our findings encourage firms in emerging countries to use CRM, but governments should also incentivize or support adopting socially responsible practices. [ABSTRACT FROM AUTHOR]

PurposeDesignFindingsResearch implicationsPractical implicationsOriginality\nSUMMARY STATEMENT OF CONTRIBUTIONTo explore the role played by DCT, SM, and CRM through customer knowledge, and market knowledge in the sales performance of a salesforce, and their economic and non-economic satisfaction in B2B sales.A total of 66 B2B Norwegian companies out of 69 participated in this study. A questionnaire with an introduction letter was sent to 356 sellers, and 216 valid questionnaires were used for this study, generating a net response rate of 60.6%. The approach followed was deductive.The results have both purified and simplified the structural relationships in the nomological framework initially posited. The triadic exploration of digital communication tools (DCT), social media (SM), and CRM-solutions (CRM) in relation to customer and market knowledge, the sales performance of a salesforce and their economic and non-economic satisfaction in B2B sales, yield complementary insights to existing theory and previous research.The combined focus on the effect of acquiring customer knowledge and obtaining market knowledge through DCT, SM, and CRM on the sales performance of a salesforce in B2B sales has important implications. The results have simultaneous implications regarding the role of customer and market knowledge through DCT, SM, and CRM in B2B sales.DCT, SM, and CRM enable a salesforce to stay updated and maintain contacts with existing customers, and also facilitate updates, and to getting in contact with potential customers. DCT, SM, and CRM may enable a salesforce to acquire additional information about existing and potential customers. DCT, SM, and CRM may enable a salesforce to obtain more information about the market. Customer and market knowledge may also become more accessible through peers, superiors, or other informants.Contributes to enhancing our understanding of the role of digital communication tools (DCT), social media (SM), and CRM solutions (CRM) through customer knowledge and market knowledge on sales performance in B2B sales. It also contributes to enhancing the understanding of a salesforce’s economic and non-economic satisfaction in B2B sales through DCT, SM, and CRM. The results clarify the structural characteristics between a salesforce’s customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in B2B sales.This study contributes to knowledge on the role of digital communication tools (DCT), social media (SM), and CRM-solutions (CRM) through customer knowledge and market knowledge on sales performance in B2B sales. It also contributes to the knowledge of salesforces’ economic and non-economic satisfaction through DCT, SM, and CRM. It provides empirical evidence on the structural properties between salesforces’ customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in B2B sales. [ABSTRACT FROM AUTHOR]

Although chatbots are used a lot for customer relationship management (CRM), there needs to be more data security and privacy control strategies in chatbots, which has become a security concern for financial services institutions. Chatbots gain access to large amounts of vital company information and clients' personal information, which makes them a target of security attacks. The loss of data stored in chatbots can cause major harm to companies and customers. In this study, STRIDE (viz. Spoofing, Tampering, Repudiation, Information disclosure, Denial of service, Elevation of privilege) modelling was applied to identify the data security vulnerabilities and threats that pertain to chatbots used in the insurance industry. To do this, we conducted a case study of a South African insurance organisation. The adopted methodology involved data collection from stakeholders in the insurance organisation to identify chatbot use cases and understand chatbot operations. After that, we conducted a STRIDE-based analysis of the chatbot use cases to elicit security threats and vulnerabilities in the insurance chatbots in the organisation. The results reveal that security vulnerabilities associated with Spoofing, Denial of Service, and Elevation of privilege are more relevant to insurance chatbots. The most security threats stem from Tampering, Elevation of privilege, and Spoofing. The study extends the discussion on chatbot security. It fosters an understanding of security threats and vulnerabilities that pertain to insurance chatbots, which is beneficial for security researchers and practitioners working on the security of chatbots and the insurance industry. [ABSTRACT FROM AUTHOR]

The present study reviewed gratitude at work articles published in Scopus database using bibliometric analysis to examine growth in gratitude at work publications and citations, most cited publications, most influential authors, articles, publishers, universities and countries. The extracted data were analysed and visualised with the help of two analytical tools, that is, the Scopus analysis and VOSviewer (version 1.6.16). It identified 273 publications referring to gratitude at work in title, abstract, or keywords. The keyword co‐occurrence highlighted four major clusters of workplace gratitude research: Psychological studies, Customer relationship management, Employees, and Ethics and spirituality. [ABSTRACT FROM AUTHOR]

In the era of digitization and technical breakthroughs, artificial intelligence (AI) has progressively found its way into the field of customer relationship management (CRM), bringing benefits as well as difficulties to businesses. AI, particularly in the context of CRM, employs machine learning (ML) and deep learning (DL) techniques to extract knowledge from data, recognize trends, make decisions, and learn from mistakes with minimal human intervention. Successful firms have effectively integrated AI into CRM for predictive analytics, computer vision, sentiment analysis, personalized recommendations, chatbots and virtual assistants, and voice and speech recognition. AI-driven chatbots, one of the AI-powered CRM systems, arose as a disruptive approach to customer service, and as such, unfolded with economic and managerial ramifications in CRM. Given the literature's focus on other AI-driven systems, there is an obvious need for an investigation of industry applications and the implications of AI-driven chatbots in CRM. The purpose of this study is to explore and elucidate the economic and managerial implications of AI-powered chatbots within CRM systems. This investigation aims to provide a comprehensive understanding of how these technologies can enhance customer interactions, streamline business processes, and impact organizational strategies. To reach this goal, this study conducts a comparative qualitative analysis based on many interviews with experts and contributors in the field. Interviews with CRM specialists yielded insights into the use of AI-driven chatbots in CRM and their impact on the industry. The primary advantages identified in this study were the impact of AI-powered chatbots on cost, efficiency, and human performance. In addition, AI chatbots have proven useful in a variety of industries, including retail and tourism. Nonetheless, there were limitations to its usage in the healthcare system, particularly in terms of ethical problems. [ABSTRACT FROM AUTHOR]

From the system view of organisations, this study investigated how client relationship management (CRM) strategy responses of architectural firms to market conditions influence their firm performance. Previous studies have proposed empirical models that explored this relationship in several organisational contexts, but there is a dearth of studies that explained the link between CRM strategy and firm performance in the context of architectural firms. The empirical model of the current study closed this gap by explaining how the CRM strategy features used by architectural firms influence their firm performance. A questionnaire survey of 195 samples of randomly selected architectural firms was conducted in Lagos, Nigeria. 82 copies of the questionnaire (42% response rate) were retrieved and the nominal and ordinal data obtained were subjected to descriptive, factor and categorical regression analyses using Statistical Product and Service Solutions (SPSS) software (IBM SPSS Statistics 23). The regression analysis revealed that client collaboration, client communication and service customisation dimensions of CRM strategy had a statistically significant influence on the firms' overall performance. The model of this study contributed to the empirical literature by revealing how the strategic behaviour of architectural firms in the industrial market optimizes their performance. Managerial implications and areas for further studies were stated. [ABSTRACT FROM AUTHOR]

While service providers strive to maintain customer relationships, a nontrivial number of customers downgrade their services, something that has been particularly true during the post-pandemic period or economic recession. Studying downgrade behavior is vital because it damages the bottom-line performance of service providers and reflects a reduced customer commitment. Unlike previous studies, we further divide downgrade behavior based on whether there is a change in the product category, that is, a downgrade to a lower-priced service option within the same product category ("pure downgrade") versus a downgrade to a lower-priced service option in a different product category ("hybrid downgrade"). An analysis of customer data collected from a major telecommunications company shows fundamental differences in the determinants and consequences of these two downgrades. Transaction-related variables, such as service usage, have a significantly stronger positive effect on the likelihood of hybrid downgrade than on that of pure downgrade. Conversely, relationship-related variables like relationship length have an inverted U-shaped effect on pure downgrade but barely affect the likelihood of hybrid downgrade. Interestingly, customers who engage in pure downgrade are more likely to churn than those who engage in hybrid downgrade. The empirical findings offer valuable insights on customer relationships and churn management. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: This paper aims to examine the effect of social disruption on the use of technologies for digitizing business-to-business (B2B) processes. The aim is to assess how digitalization technologies (DT) may impact corporate performance (CP) in B2B settings. Design/methodology/approach: The methodology is based on a questionnaire survey in Norway, and a deductive research design. A total of 216 usable questionnaires out of 356 were returned, generating a response rate of 60.6%. Findings: This study shows that there is an effect of social disruption on DT (such as digital communication tools, social media and customer relationship management systems) in B2B settings that may impact CP. Research limitations/implications: This study indicates that the use of technologies to digitize B2B processes may enhance CP when social disruption occurs. Practical implications: This study offers insights to companies that need help in adapting their business processes to the changing social and technological environment. This study also highlights the importance of digitalization for business survival in the marketplace and society. Originality/value: This study sheds light on the effect of social disruption on DT and provides opportunities for managing CP. [ABSTRACT FROM AUTHOR]

This study aims to analyze the implementation, implementation process, obstacles, and impacts of Electronic Customer Relationship Management (E-CRM) on the formation of Positive Word of Mouth at PT Mandiri Utama Finance. This study uses a qualitative approach with a descriptive research method. The research approach is carried out with case study approach. This research is expected to provide solutions to businesses at the company in determining strategic steps as well as making regulations or implementing appropriate policies, and providing input for the next implementation of E-CRM. The results show that the company's overall satisfaction was 6.35 or equivalent to 96%. The implementation process and obstacles in forming a positive word of mouth are identified as the main obstacles in the implementation process. The use of social media and other digital media plays an important role in the development of positive words of mouth. [ABSTRACT FROM AUTHOR]

This study investigates the determinants of mobile customer relationship management (mCRM) adoption, and its impact on firm performance measured as sales revenue performance. Data collected from business enterprises in Kenya is analyzed using an instrumental variables endogenous treatment effects model. We find that information technology infrastructure, firm size, and competition are positively associated with the adoption of mCRM. We also find that mCRM has a positive and significant impact on sales revenue performance. We conclude that government investment in information and communications technology infrastructure facilitating the mCRM interface may play a critical role in enhancing firm performance. [ABSTRACT FROM AUTHOR]

The research was conducted to determine the effect of the perception levels of patients applying to health institutions regarding customer relationship management (CRM) practices on patient loyalty. At the same time, we wanted to determine whether patients' perception levels of CRM practices and patient loyalty differ according to the type of health institution. The population of the study was determined as literate individuals between the ages of 18-65 who received health services in the last six months in Sivas center. 630 patients who voluntarily agreed to participate in the study constituted the sample of the study. Research data were tested with structural equation model. As a result of the research conducted patients' perception levels regarding CRM practices were found to be at a medium level. In addition, the patients' level of commitment to the health institution was found to be at a medium level. When patients' perception levels and commitment levels regarding CRM practices were examined on the basis of the healthcare institution, it was determined that there was a statistical difference in the overall scale and sub-dimensions. While the health institution with the highest average score is the training and research hospital, the health institution with the lowest average score is a private hospital. Finally, it was concluded that effective customer relationship management practices significantly increase patient loyalty. In this context; It is important for health service providers to identify their existing deficiencies in customer relationship management and improve on these points. The research cannot be generalized because it was conducted in a single city with a limited sample. [ABSTRACT FROM AUTHOR]

The business environment, especially in the culinary industry, is experiencing a decline in sales due to policies limiting people's activities caused by the natural phenomenon of the Covid-19 health crisis. Social media-resonance relationship capability becomes a solution when a company encounters problems caused by non-competitors, where the company can still reach and interact with customers through social media even if they cannot meet directly. This study analyzed the impact of social media-resonance relationship capability on the relationship between Social customer relationship management and the performance of fast food company at Cbezt restaurant in East Java. The samples for this study were all Cbezt restaurant managers spread throughout the region, namely East Java, Central Java, Bali, Sulawesi, and Kalimantan. All 154 Cbezt restaurant managers in East Java.The data of this study were collected are processed using theStructural Equation Modelling Analysis Of A Moment Structures. The results of this study showed that social media-resonance relationship capability and environmental turbulence mediated the influence of social CRM on corporate performance. Social CRM was found to directly significantly affected social media-resonance relationship capability. Furthermore, Social customer relationship management significantly affected the environmental turbulence, while social media-resonance relationship capability significantly and environmental turbulencesignificantly affectedcompany performance. This study also highlighted that social customer relationship management did not affect company performance since company performance will be greater through the roles of mediating variables. [ABSTRACT FROM AUTHOR]

The development of the times has made companies providing online shopping services move to improve their services to be able to compete with competing companies. This research was conducted to find out whether there is an influence of customer relationship management and service quality on consumer satisfaction and consumer loyalty. This research uses data obtained from distributing questionnaires to 457 internet user respondents. The results of this research are that customer relationship management does not have a significant influence on consumer satisfaction and loyalty, while service quality has a significant influence on consumer satisfaction but has no effect on consumer loyalty. [ABSTRACT FROM AUTHOR]

Customer satisfaction is a comprehensive assessment of service and as a result of the comparison between customer expectations and perceptions of actual service performance. The purpose of this study is to see the effect of the independent and dependent variables, using quantitative methods with the help of SmartPLS software. The results of this study indicate that CRM directly affects SQU and LOY, the SQU variable affects SAT and SQU has no effect on LOY, the WIM variable affects SQU and LOY, and SAT affects LOY. In indirect testing, the independent variables, namely CRM, SQU, and WOM, have an effect on SAT which is moderated by LOY. [ABSTRACT FROM AUTHOR]

Theoretical background: The popularity of AI in recent years has led to its integration with various industrial sectors. This spectrum of AI applications has brought numerous topics that are underexplored and need to be taken up. One such area is the integration of AI with customer relationship management (CRM) systems. In consequence, this research is valuable for the scientific community. Purpose of the article: The purpose of the research is to conduct scientometric analysis in the field of AI in CRM and to identify the most crucial areas of research, identify motor and niche themes in the AI-CRM and indicate future research trends. Research methods: The methodology was divided into three parts: data collection, descriptive analysis, scientometric analysis. In the research, “R programming” and “Biblioshiny” were used to conduct scientometric analysis. This made it possible to generate charts and a table based on gathered data and then analyse the results. Main findings: The results show there is a growth in AI-CRM systems subject since 2019. Keywords like “CRM”, “public relationship” or “data mining” were often used in research articles. Future research trends can be define among others: acceptance and trust for AI powered technology, impact on companies’ environment or relationship with customer. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Marmara University Social Sciences Institute / Öneri is the property of Marmara University, Institute of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Interactions between service employees and customers at check‐in shape customers' first impressions and lead to their future behavioral intentions. Even though customer relationship management (CRM) relies heavily on the hospitality check‐in experience, research is scarce on its impacts and the moderating effect of loyalty membership programs. Based on the broaden‐and‐build theory, the current study examined customer check‐in significance associated with their outcomes and compared two groups to determine if loyalty programs have a meaningful impact. The findings confirmed the importance of the check‐in experience and the moderating effect of loyalty membership was significantly related to customers' perceptions. [ABSTRACT FROM AUTHOR]

Artificial Intelligence (AI) integration into Customer Relationship Management (CRM) within enterprise information systems (EIS) has provided businesses with transformative opportunities to improve customer engagement and operational efficiency. Due to the accelerating momentum of AI technologies and the digital evolution prompted by the COVID-19 pandemic, there has been an increase in AI-based CRM research, yet comprehensive systematic studies are still lacking. This study presents an overview of the historical developments, state-of-the-art and, existing research domains in the literature, utilizing bibliometric analysis of 810 scholarly articles over the last two decades. The literature has been categorised into four main clusters; (1) Data-Driven CRM Strategies; (2) Application of AI techniques to CRM activities; (3) Strategic implementation of AI into CRM; (4) Customer experience (CX) through AI-based CRM. [ABSTRACT FROM AUTHOR]

Purpose – This study aims to investigate the comprehensive conceptualization how digital marketing and its adoption increase the productivity of small and medium-sized enterprises (SMEs), as well as the impact of technological orientation, customer relationship management and digital marketing on SMEs’ business performance in emerging markets (EMs). Design/methodology/approach – Anchored by social network theory, 178 SMEs were conveniently drawn from the National Board for Small Scale Industries now Ghana enterprise agencies in Ghana. The hypotheses were analysed using the SPSS package tool, and structural equation modelling was used, as well. Findings – This study reveals that the conceptualization and adoption of digital marketing positively affect the performance of SMEs’ business management in EMs. In addition, a positive moderating effect of dynamism is observed in the relationship between digital marketing and SMEs’ business performance. Research limitations/implications – This study focuses only on SMEs from the Greater Accra and Ashanti regions of Ghana as an EM, and it proposes priorities for future research streams in both developed and emerging countries. Practical implications – The findings encourage SMEs to develop quality digital marketing technologies, good customer relationships and technological orientation and customer relationship management competencies in EMs to maximise profit. Originality/value – This paper fills considerable knowledge, evidence and contextual gaps in the literature on SMEs, entrepreneurship and marketing in EMs by presenting a comprehensive overview of how SMEs can use digital marketing in an EM context to achieve the following: customer acquisitions, satisfaction and retention; increased profitability; quality service delivery; value creation; and cost reductions.

Araştırma sağlık kurumlarına başvuran hastaların müşteri ilişkileri yönetimi (MİY) uygulamalarına ilişkin algı düzeylerinin, hasta bağlılıklarına etkisinin belirlenmesi amacıyla yapılmıştır. Aynı zamanda hastaların MİY uygulamalarına ilişkin algı düzeylerinin ve hasta bağlılıklarının sağlık kurumu türüne göre farklılaşma durumu da belirlenmek istenmiştir. Çalışmanın evreni Sivas merkezde son altı ay içerisinde sağlık hizmeti almış 18-65 yaş aralığında okuma yazma bilen bireyler olarak belirlenmiştir. Gönüllü olarak çalışmaya katılmayı kabul eden 630 hasta araştırmanın örneklemini oluşturmuştur. Araştırma verileri yapısal eşitlik modeli ile test edilmiştir. Araştırma sonucunda; hastaların MİY uygulamalarına ilişkin algı düzeyleri orta seviyede çıkmıştır. Bunun yanında hastaların sağlık kurumuna bağlılık düzeyleri de orta seviyede bulunmuştur. Hastaların MİY uygulamalarına ilişkin algı düzeyleri ve bağlılık düzeyleri sağlık kurumu temelinde incelendiğinde, ölçek genelinde ve alt boyutlarda istatistiksel olarak farklılık olduğu tespit edilmiştir. En yüksek puan ortalamasına sahip olan sağlık kurumu eğitim araştırma hastanesi iken, en düşük puan ortalamasına sahip olan sağlık kurumu özel hastanedir. Son olarak, MİY uygulamalarının etkin olmasının hasta bağlılığını önemli ölçüde artırdığı sonucuna varılmıştır. Bu bağlamda; sağlık hizmet sunucularının müşteri ilişkileri yönetimi noktasında var olan eksiklerini tespit ederek bu noktalarda gelişim göstermeleri önem arz etmektedir. Araştırma, tek bir şehirde sınırlı örneklem ile yapılmış olması sebebiyle genellenemez.

This study analyzes the complex relationships between digital marketing, Customer Relationship Management (CRM), сompetitiveness, and business performance in the creative industry Small and Medium Enterprises (SMEs), focusing on craft-leading products in urban areas of East Java province. According to the sample size, the number of survey respondents was 172. There were 86 male entrepreneurs (50%) and 86 female entrepreneurs (50%). Primary data were collected by distributing the questionnaires according to the number of respondents to SME entrepreneurs who are managers or company owners with competence in the business field and more than five years of business experience. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM). The results emphasize that digital marketing affects business performance through CRM by 0.126 with p-value of 0.006, and competitiveness by 0.260 with p-value of 0.000. It can be explained that digital media can identify, recruit, and turn potential customers into loyal customers. Higher demands from customers for online services are becoming increasingly crucial for digital marketing and business activities. The essence of the results of this study is that the more effective digital marketing is, the more influential the company’s CRM is to improve the company’s business performance, including profit growth, sales growth, and employment growth. The critical role of digital strategy, CRM, and competitiveness on business performance can overcome the challenges posed by the pandemic and drive success in creative industry SMEs of superior products in East Java, highlighted in this study. AcknowledgmentThe author would like to thank the Ministry of Education, Culture, Research and Technology. Directorate General of Higher Education, Research and Technology of The Republic of Indonesia, which has supported the research implementation and permitted publication of this article.