International Journal of Information Science and Management (IJISM)

The Impact of the Internet of Things, Customer Relationship Management, Customer Experience Management, and Marketing Intelligence on Achieving Sustained Competitive Advantage (case study: Snowa Company)

Document Type : Original Article

Authors

ALI SAAD ASSAAD 1
Ali Sanayei 2
Majid Mohammad Shafiee 3

1 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Iran

2 Management Department, University of Isfahan, Isfahan, Iran

3 Department of Management, University of Isfahan, Isfahan, Iran

https://doi.org/10.22034/ijism.2024.2015809.1301
Abstract
 Despite the importance of Marketing Intelligence (MI) and the Internet of Things (IoT), Customer Relationship Management (CRM), and Customer Experience Management (CEM) in the competitive context, more research on the integration of these concepts for sustained competitive advantage is necessary. Thus, Snow Company must effectively utilize these concepts to establish a sustained competitive advantage. Therefore, this study investigates the impact of IoT, CRM, CEM, and MI on attaining sustained competitive advantage. By employing a structural equation model and Smart-PLS software, we analyzed data collected from 186 managers and employees of Snowa Company. Our findings indicate that integrating IoT, CRM, and CEM concepts into marketing intelligence is the most beneficial strategic approach for achieving sustained competitive advantage for Snowa Company. Through this integration, company managers can enhance their marketing and innovation capabilities, strengthen strategic solutions, and achieve sustained competitive advantage.

Keywords

Internet of Things
Customer Relationship Management
Customer Experience Management
Marketing Intelligence
Sustained Competitive Advantage

Subjects

Abbass, A. & Mehmood, K. (2023). Impact of internet of things on business policy: The mediating role of marketing intelligence capability. International Journal of Business Information Systems, 1(1), 1-11. https://doi.org/10.1504/IJBIS.2023.131083
Aloqool, A., Alharafsheh, M., Abdellatif, H., Alghasawneh, L. & Al-Gasawneh, J. (2022). The mediating role of customer relationship management between e-supply chain management and competitive advantage. International Journal of Data and Network Science, 6(1), 263-272.‏ https://doi.org/10.5267/j.ijdns.2021.9.002
Aripin, Z., Suganda, U. K. & Kusumah, A. Z. (2022). Marketing intelligence: Innovation ability to anticipate global competition. International Journal of Research in Business and Social Science, 11(1), 328-339. https://doi.org/10.20525/ijrbs.v11i1.1589
 
Arsawan, I. W. E., Koval, V., Rajiani, I., Rustiarini, N. W., Supartha, W. G. & Suryantini, N. P. S. (2022). Leveraging knowledge sharing and innovation culture into SMEs sustainable competitive advantage. International Journal of Productivity and Performance Management, 71(2), 405-428.‏ https://doi.org/10.1108/IJPPM-04-2020-0192
Bagheri, Z., Seyed Naghavi, M. A., Ghorbanizadeh, V. & Aslipour, H. (2023). Recognizing components of sustainable performance management: An illustration of bibliometric networks based on meta-synthesis approach. International Journal of Information Science and Management (IJISM), 21(4), 275-294.‏ https://doi.org/10.22034/ijism.2023.1977956.0
Baucas, M. J. & Spachos, P. (2020). Using cloud and fog computing for large-scale IoT-based urban sound classification. Simulation modelling practice and theory, 10(1), 102-113.‏ https://doi.org/10.1016/j.simpat.2019.102013
Bonfanti, A., Vigolo, V., Yfantidou, G. & Gutuleac, R. (2023). Customer experience management strategies in upscale restaurants: Lessons from the Covid-19 pandemic. International Journal of Hospitality Management, 10(9), 1-13.‏ https://doi.org/10.1016/j.ijhm.2022.103416
Ceesay, L. B. (2020). Building a high customer experience management organization: Toward customer-centricity. Jindal Journal of Business Research, 9(2), 162-175.‏ https://doi.org/10.1177/2278682120968983
Chatterjee, S., Ghosh, S. & Chaudhuri, R. (2020). Adoption of ubiquitous customer relationship management (UCRM) in an enterprise: leadership support and technological competence as moderators. Journal of Relationship Marketing, 19(2), 75-92.‏ https://doi.org/10.1080/15332667.2019.1664870
Dalla Pozza, I., Goetz, O. & Sahut, J. M. (2018). Implementation affects the relationship between CRM and its performance. Journal of Business Research, 89, 391-403.‏ https://doi.org/10.1016/j.jbusres.2018.02.004
Dewnarain, S., Ramkissoon, H. & Mavondo, F. (2019). Social customer relationship management: An integrated conceptual framework. Journal of Hospitality Marketing & Management, 28(2), 172-188. https://doi.org/10.1080/19368623.2018.1516588
Dewnarain, S., Ramkissoon, H. & Mavondo, F. (2021). Social customer relationship management: A customer perspective. Journal of Hospitality Marketing & Management, 30(6), 673-698.‏ https://doi.org/10.1080/19368623.2021.1884162
Dubey, N. K. & Sangle, P. (2019). Customer perception of CRM implementation in a banking context. Journal of Advances in Management Research, 16(1), 38–63. https://doi.org/10.1108/JAMR-12-2017-0118
Farhikhteh, S., Kazemi, A., Shahin, A. & Mohammad Shafiee, M. (2020). How do competitiveness factors propel SMEs to achieve competitive advantage?, Competitiveness Review, 30(3), 315-338. https://doi.org/10.1108/CR-12-2018-0090
Fornell, C. & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(2), 382–389. https://doi.org/10.1177/002224378101800313
Fuad, E. & Abdullah, Z. (2023). Impact of E-CRM implementation, customer experience, and customer loyalty in e-commerce: literature review. In: Mansour, N., Bujosa Vadell, L.M. (Eds.) Finance, Accounting and Law in the Digital Age. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-031-27296-7_35
 
Ghouchani, B. E., Jodaki, S., Joudaki, M., Balali, A. & Rajabion, L. (2020). A model for examining the role of the Internet of Things in the development of e-business. Vine Journal of Information and Knowledge Management Systems, 50(1), 20-33. https://doi.org/10.1108/VJIKMS-04-2019-0058
Hadi, W. (2015). The relationship between CRM strategies stage on competitive advantage: An analytical perspective. International Journal of Business and Management, 10(8), 245-251.  http://dx.doi.org/10.5539/ijbm.v10n8p245
Hair, J. F., C. M. Ringle & M. Sarstedt. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hayati, S., Suroso, A., Suliyanto, S. & Kaukab, M. (2020). Customer satisfaction as a mediation between micro banking image, customer relationship, and customer loyalty. Management Science Letters, 10(11), 2561-2570. http://dx.doi.org/10.5267/j.msl.2020.3.039
Helm, R. & Graf, Y. (2018). A capabilities-based service development process for industrial manufacturers. International Journal of Knowledge Management Studies, 9(1), 85-102.‏ https://doi.org/10.1504/IJKMS.2018.089699
Helm, R., Krinner, S. & Endres, H. (2020). Exploring the role of product development capability for transforming marketing intelligence into firm performance. Journal of Business-to-Business Marketing, 27(1), 19-40.‏ https://doi.org/10.1080/1051712X.2020.1713562
Hendar, H. (2020). Market intelligence on business performance: The mediating role of specialized marketing capabilities. Journal of Intelligence Studies in Business, 10(1), 42. https://doi.org/10.37380/jisib.v1i1.562
Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V. & Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116, 356-365. https://doi.org/10.1016/j.jbusres.2020.01.022
Homburg, C., Jozić, D. & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45, 377-401. https://doi.org/10.1007/s11747-015-0460-7
Jensen, J. A., Wakefield, L., Cobbs, J. B. & Turner, B. A. (2016). Forecasting sponsorship costs: marketing intelligence in the athletic apparel industry. Marketing Intelligence & Planning, 34(2), 281-298. https://doi.org/10.1108/MIP-09-2014-0179 
Kamboj, S. & Rahman, Z. (2017). Market orientation, marketing capabilities and sustainable innovation: The mediating role of sustainable consumption and competitive advantage. Management Research Review, 40(6), 698-724. https://doi.org/10.1108/MRR-09-2014-0225
Khan, R. U., Salamzadeh, Y., Iqbal, Q. & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26.‏ https://doi.org/10.1080/15332667.2020.1840904
Klink, R. R., Zhang, J. Q. & Athaide, G. A. (2020). Measuring customer experience management and its impact on financial performance. European Journal of Marketing, 55(3), 840-867. ‏ https://doi.org/10.1108/EJM-07-2019-0592
Kumar, S., Kumar, V., Vandana, M. & Batra, D. (2023). Impact of online service convenience on the adoption of electronic information resources. International Journal of Information Science and Management (IJISM), 21(4), 131-147. ‏ https://doi.org/10.22034/ijism.2023.1977863.0
Kunle, A. L. P., Akanbi, A. M. & Ismail, T. A. (2017). The influence of marketing intelligence on business competitive advantage (A study of Diamond Bank Plc). Journal of Competitiveness, 9(1), 51-71. ‏ http://dx.doi.org/10.7441/joc.2017.01.04
Lee, I. & Lee, K. (2015). The Internet of things (IoT): Applications, investments, and challenges for enterprises. Business Horizons, 58(4), 431-440.‏ https://doi.org/10.1016/j.bushor.2015.03.008
Lee, S. & Yoo, J. (2021). Determinants of a firm’s sustainable competitive advantages: Focused on Korean small enterprises. Sustainability, 13(1), 346-362. https://doi.org/10.3390/su13010346
Lemon, K. N. & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.‏ https://doi.org/10.1509/jm.15.0420
Lo, F. Y. & Campos, N. (2018). Blending Internet-of-Things (IoT) solutions into relationship marketing strategies. Technological Forecasting and Social Change, 137(13), 10-18. https://doi.org/10.1016/j.techfore.2018.09.029
Mahboobi Renani, E. S., Amiri Aghdaie, S. F., Mohammad Shafiee, M. & Ansari, A. (2021). Developing a scale for brand competitive positioning: a study in the home appliance industry. Journal of Modelling in Management, 16(2), 558-578.‏ https://doi.org/10.1108/JM2-07-2019-0167
Makudza, F. (2020). Augmenting customer loyalty through customer experience management in the banking industry. Journal of Asian Business and Economic Studies, 28(3), 191-203.‏ https://doi.org/10.1108/JABES-01-2020-0007
Malekolkalami, M., Hassanzadeh, M., Sharif, A. & Rezghi, M. (2023). Determining the knowledge components affecting intelligent knowledge extraction: A meta-synthesis. International Journal of Information Science and Management (IJISM), 21(3), 67-93.‏ https://doi.org/10.22034/ijism.2023.1977584.0
Migdadi, M. M. (2021). Knowledge management, customer relationship management, and innovation capabilities. Journal of Business & Industrial Marketing, 36(1), 111-124.‏ https://doi.org/10.1108/JBIM-12-2019-0504
Mohammad Shafiee, M. (2022). Competitive advantage via intellectual capital: A moderated mediation analysis. Journal of Intellectual Capital, 23(5), 957-997. https://doi.org/10.1108/JIC-05-2020-0152
Nguyen, B., Chen, J., Foroudi, P., Yu, X., Chen, C. H. S. & Yen, D. A. (2020). Impact of crm strategy on relationship commitment and new product development: mediating effects of learning from failure. Journal of Strategic Marketing, 42(14), 1-38.‏ https://doi.org/10.1080/0965254X.2020.1807590
Nozari, H., Szmelter-Jarosz, A. & Ghahremani-Nahr, J. (2022). Analysis of the challenges of artificial intelligence of things (AIoT) for the smart supply chain (Case study: FMCG Industries). Sensors, 22(8), 29-41. https://doi.org/10.3390/s22082931
 
 
 
Obaid, H. S. & Nozari, H. (2022). Examining dimensions and components and application of supply chain financing (in chain stores). International Journal of Innovation in Management, Economics and Social Sciences, 2(4), 81-88.‏ https://doi.org/10.52547/ijimes.2.4.81
Pinarbasi, F. & Akpınar, H. M. (2020). Transformation of marketing with technology: Case approach for artificial intelligence. In Handbook of research on strategic fit and design in business ecosystems (pp. 144-165). IGI Global. https://doi.org/10.4018/978-1-7998-1125-1.ch007 
Quaye, D. & Mensah, I. (2019). Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana. Management Decision, 57(7), 1535-1553. https://doi.org/10.1108/MD-08-2017-0784
Rafiki, A., Hidayat, S. & Al Abdul Razzaq, D. (2019). CRM and organizational performance, International Journal of Organizational Analysis, 27(1), 187-205. https://doi.org/10.1108/IJOA-11-2017-1276
Rejeb, A., Rejeb, K., Zailani, S., Treiblmaier, H. & Hand, K. J. (2021). Integrating the Internet of Things in the halal food supply chain: A systematic literature review and research agenda. Internet of Things, 13(4), 342-361. https://doi.org/10.1016/j.iot.2021.100361
Sanayei, A., Westland, C. & Adelpanah, A. (2023). The effect of artificial intelligence on the intention to use bank mobile applications (Case study: Private banks). Marketing Science and Technology Journal, 2(2), 1-34.‏
Serdari, T. (2020). Luxury marketing strategies based on cultural intelligence. Palgrave Advances in Luxury. Palgrave Macmillan, Cham. (pp.141–166). https://doi.org/10.1007/978-3-030-45301-5_10
Sestino, A., Prete, M. I., Piper, L. & Guido, G. (2020). Internet of Things and big data as enablers for business digitalization strategies. Technovation, 98, 102173.‏ https://doi.org/10.1016/j.technovation.2020.102173
Shafiee, M. M. (2021). Knowledge-based marketing and competitive advantage: Developing new scales using mixed method approach. Journal of Modelling in Management, 16(4), 1208-1229. https://doi.org/10.1108/JM2-05-2020-0134
Shen, J., Sha, Z. & Wu, Y. J. (2020). Enterprise adaptive marketing capabilities and sustainable innovation performance: An opportunity–resource integration perspective. Sustainability, 12(2), 469-484. https://doi.org/10.3390/su12020469
Shukla, M. K. & Pattnaik, P. N. (2019). Managing customer relations in a modern business environment: towards an ecosystem-based sustainable CRM model. Journal of Relationship Marketing, 18(1), 17-33. https://doi.org/10.1080/15332667.2018.1534057
Sigala, M., Rahimi, R. & Thelwall, M. (Eds.). (2019). Big data and innovation in tourism, travel, and hospitality: Managerial approaches, techniques, and applications. Springer. https://doi.org/10.1007/978-981-13-6339-9
Taylor, M., Reilly, D. & Wren, C. (2020). The Internet of Things supports marketing activities. Journal of Strategic Marketing, 28(2), 149-160.‏ https://doi.org/10.1080/0965254X.2018.1493523
Wang, S. (2023). Internet of Things for Customer Relationship Management (CRM) Software: Opportunities and Benefits. Journal of Data Analytics, 2(1), 17-23.‏ https://doi.org/10.59615/JDA.2.1.17
Weng, W. W. H. (2021). Effect of Internet of things on marketing intelligence and business strategy: an organizational capability perspective. International Journal of Electronic Commerce Studies, 12(2), 209-228. http://dx.doi.org/10.7903/ijecs.1906
Wu, J., Chen, J. & Dou, W. (2017). The Internet of Things and interaction style: The effect of smart interaction on brand attachment. Journal of Marketing Management, 33(1-2), 61-75.‏ https://doi.org/10.1080/0267257X.2016.1233132
International Journal of Information Science and Management (IJISM)
Volume 22, Issue 4
Autumn 2024
Pages 267-286

  • Receive Date 15 November 2023
  • Revise Date 01 October 2024
  • Accept Date 01 October 2024

Home

Guide for Authors

Submit Manuscript

Reviewers

Contact Us

Copyright Ownership