Enhancing Innovation Performance Through Effective CRM Practices: A Framework for Competitive Advantage

In the current intensely modest business landscape, firms, especially in the telecommunications field, are progressively utilising electronic customer relationship management (E-CRM) to develop performance innovation, emphasising the moderating effect of customer emotional relationships. By employing a descriptive and analytical methodology, the data were collected from 386 workers in the Indian telecom industry by using a standardised questionnaire. The study used MATLAB and the structured model analysis approach to evaluate the data. The results of the study reveal that information quality, transaction security and problem-solving positively impact innovation performance, while ease of navigation, channel integration and online negative feedback show no significant effect. Additionally, customer emotional relationships significantly moderate the E-CRM and innovation performance. The research highlights the essential importance of electronic buyer relationship management in promoting purchaser satisfaction and improving competitiveness and edge in the telecommunications field, offering significant insights intended to utilise E-CRM for enduring triumph.