Investigating The Impact of Electronic Customer Relationship Management and Smart Market Orientation Capabilities on Competitive Performance with the Role of Innovation Capability

Vol 5, issue 2, 2026

Authors

Ahmad Rahmanzad Masouleh
Hossein Hajati Mobarhan Fumani
Mohammadali Bakhshizanjirani
Mirmohammad Seyednouri
Mercede Ostadsandiani
Ali Farzpourmachiani
Mahmoud Daneshfar
Amir Khodadadi Parashkouh
Jalal Izadi Jorshari
Salar Basiri
Mehdi Farzpourmachiani
Laya Dousti

Ahmad Rahmanzad Masouleh

Hossein Hajati Mobarhan Fumani

Mohammadali Bakhshizanjirani

Mirmohammad Seyednouri

Mercede Ostadsandiani

Ali Farzpourmachiani

Mahmoud Daneshfar

Salar Basiri

Mehdi Farzpourmachiani

Laya Dousti

Abstract

Abstract

This study investigates the interplay between electronic customer relationship management (e-CRM), smart market orientation capabilities, and innovation capability on a firm’s competitive performance. We explore the potential mediating role of innovation capability in the relationships between e-CRM and market orientation with competitive performance. Data were collected from 384 customers of electronic stores using a non-probability sampling method. Structural equation modeling (SEM) with SPSS24 and AMOS24 software was employed to analyze the data. The findings reveal that both e-CRM and smart market orientation capabilities have significant positive effects on innovation capability. Furthermore, innovation capability is found to have a significant positive impact on a firm’s competitive performance. Importantly, the results suggest that innovation capability plays a mediating role in the relationships between e-CRM/market orientation and competitive performance. These findings contribute to our understanding of how technology-driven customer management and strategic approaches can foster innovation and ultimately enhance a firm’s competitive advantage.

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Rahmanzad Masouleh A, Hajati Mobarhan Fumani H, Bakhshizanjirani M, Seyednouri M, Ostadsandiani M, Farzpourmachiani A, Daneshfar M, Khodadadi Parashkouh A, Izadi Jorshari J, Basiri S, Farzpourmachiani M, Dousti L. Investigating The Impact of Electronic Customer Relationship Management and Smart Market Orientation Capabilities on Competitive Performance with the Role of Innovation Capability. Tubittum. 2026;5(2):212-222.

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