The Effects of a Digital Marketing Orientation on Business Performance

Simona-Valentina Pașcalău, Felix-Angel Popescu (), Gheorghina-Liliana Bîrlădeanu and Iza Gigauri ()
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Simona-Valentina Pașcalău: Faculty of Economic Sciences, Agora University of Oradea, 410526 Oradea, Romania
Felix-Angel Popescu: Faculty of Economic Sciences, Agora University of Oradea, 410526 Oradea, Romania
Gheorghina-Liliana Bîrlădeanu: Faculty of Economic Sciences, Agora University of Oradea, 410526 Oradea, Romania
Iza Gigauri: School of Business, Computing and Social Sciences, St. Andrew the First-Called Georgian University, Tbilisi 0179, Georgia

Sustainability, 2024, vol. 16, issue 15, 1-30

Abstract: Customer relationship management (CRM) has become increasingly important as a result of the pressure organizations are under to remain competitive. CRM has been and is widely promoted as essential to a company’s ability to survive. According to this study, CRM is more than just a computer program or software package. We believe that for organizations to use CRM effectively, it must be viewed from a strategic point of view. Therefore, this study focuses on the consequences of digital marketing on business performance, specifically, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration, and access on business performance. This study addresses a contemporary and relevant research problem that has national and international relevance. The research is based on quantitative methods to test hypotheses. Data were gathered from 73 organizations. The findings show the relationships between CRM and customer satisfaction, market effectiveness, and profitability. Customer relationship orientation positively affects customer satisfaction, market effectiveness, and market profitability. CRM technologies significantly improve business performance. This research contributes to the existing knowledge by shedding light on the complex relationships among CRM, customer relationship orientation, market effectiveness, market profitability, and customer satisfaction. Based on the research results, we provide practical recommendations for managers and decision makers.

Keywords: digital marketing; relationship marketing; sustainability; customer relationship management (CRM); customer relationship technology; use of CRM technology; artificial intelligence (AI) and machine learning (ML) involvement in CRM; customer relationship orientation; business performance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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