Citation

Anaam, Elham Abdulwahab and Haw, Su Cheng and Ng, Kok Why and Palanichamy, Naveen and Jayaram, Jayapradha (2025) An electronic customer relationship framework for the enhancement of human resource performance. In: 4th International Conference on Computer, Information Technology and Intelligent Computing, CITIC 2024, 23 July 2024 - 25 July 2024, Virtual, Online.

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Abstract

Electronic Customer Relationship Management (E-CRM) is a comprehensive business strategy that mixes technology, organization process, and human utilizing internet technology and software to maintain customer satisfaction with loyalty and enhance the income of organizations. Consequently, many companies rapidly adopted E-CRM in their organization. For example, in telecommunication companies, vast customer data presents in e-mails, websites, chat rooms, forums, and other channels. The adoption of E-CRM in telecommunications companies needs a high level of attention. There is a need to design recommendations that will provide users a successful direction and to build acceptable frameworks for analyzing system faults. The main goal of this research is to present a comprehensive approach for assessing the effectiveness of individual E-CRM adoption in the telecommunications sector. The study utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data gathered from a sample of 300 employees working in telecommunications companies in Malaysia. By employing an experimental design, this study highlights the substantial impact and noteworthy findings that support the majority of the formulated hypotheses.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Careers and professions, telecommunications, statistical analysis, partial least squares
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5548.7-5548.85 Industrial psychology
Divisions:	Faculty of Computing and Informatics (FCI)
Depositing User:	Nor Afiqah Mohd Adnan
Date Deposited:	04 Dec 2025 08:57
Last Modified:	04 Dec 2025 08:57
URII:	http://shdl.mmu.edu.my/id/eprint/14966

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