The contribution deals with an extremely interesting topic that aims to analyze and describe How do the effectiveness of sustainable CRM. I appreciate the effort of the authors and hope they will find these comments helpful in improving their research article in the future.

1. In the introduction, you could deepen a little more generally on the topic you are dealing with, also with reference to previous studies.

2. The literature used is suitable and uses recent sources. From my point of view, I would recommend writing more about how research can fill the gap in the literature.

3. extensive editing of the English language and style is required.

4. You can develop the implications for theory, practice, and policymakers a little more thoroughly.

Author Response

Dear Reviewers, we thank you for taking the time to carefully read our manuscript and for the valuable comments you have provided, which helped us in improving the revised paper that we are re-submitting for review. Please find below our detailed response to each of the comments.

Comments and Suggestions for Authors

In the introduction, you could deepen a little more generally on the topic you are dealing with, also with reference to previous studies.

[First of all, thank you for your thorough review and salient observations. We added more information to introduction section and modified this section]

Introduction

The Internet is integrated into people's lives in the age of big data and improves their productivity and quality of life [1]. With economic globalization and Information Technology (IT) development, electronic commerce as a new business model affects people’s lives increasingly [2]. The emergence of e-commerce transforms the prior business paradigm, increasing businesses' marketing channels and lowering operational costs. The e-business strengthens up-stream and downstream coordination and cooperation between enterprises [3]. As the external environment becomes more complex and unpredictable, the focus of recent studies has switched to how we can effectively assist company innovation in sustainability. Startups are forced to turn outside their industry for external information to suit their needs due to their limited resources and insufficient capacity for independent invention. Therefore, using proper knowledge discovery methodologies and gaining access to outside information sources will be essential to influencing innovation in sustainability [4]. Sustainability is becoming an increasingly important consideration in various aspects of the business [5]. Sustainable Customer Relationship Management (CRM) combines business strategy, customer-oriented processes, and computer systems that seek to integrate sustainability into CRM [6]. Sustainable CRM is described as "technology-centered" relationship marketing and its associated benefits, including standard CRM strategies and e-business marketplace tools utilized by a corporation to preserve client interactions in a sustainable way. Enterprises worldwide are being pushed to be more socially responsive and environmentally sustainable while increasing company value and continue being customer-oriented. This process has forced an evolution in CRM towards sustainable CRM. It is possible to define sustainable CRM as considering social, economic, and environmental effects when developing long-lasting, fruitful client relationships. Sustainable CRM also involves customers concerned about sustainability and raises consumer knowledge of corporate sustainability issues [6]. Integrating economic, environmental, and social sustainability issues in CRM's core functional areas—marketing, sales, and service—is the fundamental tenet of sustainability-oriented CRM [7].

Recent technological advancements have led to significant alterations in consumer-to-consumer interactions. Consumers are progressively turning to internet communities for pre-purchase information [8]. Modifications in customer demands and aspirations frequently cause a change in consumer purchasing decisions; thus, any firm must constantly have a plan in place to ensure strong market competitiveness [9]. Sustainable CRM assists businesses in attracting and retaining consumers and using customer information. It is a key tool in building client connections and assisting businesses in creating lucrative partnerships [10]. There should be no difference between pleasing customers and bad customers for sustainable CRM because sustainable CRM emphasizes inclusive growth. It believes that all stakeholders and consumers are assets for the company and that every effort should be made to turn unfavorable customer feedback into favorable customer feedback. Consumer profitability always results from how customer relations are set up, and many methods exist to change how customers behave. If businesses combine traditional and social CRM strategies for managing great customer experiences, CRM can be viable in this new era of socially connected consumers. If implemented separately, traditional and social CRM are ineffective [11]. The most crucial aim of the present investigation is to provide a comprehensive model for examining the influence of Management In-formation System (MIS) on sustainable CRM effectiveness in online shopping. Since electronic retail markets offer e-commerce to individuals and businesses, online shopping malls differ from offline shopping malls. Online shopping is also called virtual shopping or electronic shop-ping. Online shopping malls can be categorized into online retail shops, virtual shops, store-fronts, or shopping malls [5]. This study uses the term “online shopping malls” to define the e-commerce environment. Therefore, the sub-objectives are:

The literature used is suitable and uses recent sources. From my point of view, I would recommend writing more about how research can fill the gap in the literature.

[We appreciate the reviewer’s insightful comment. We added reference for this section and added a gap paragraph to help the readers understand.]

Research Background

The term "sustainable development" was introduced at the 1972 United Nations Conference on the Human Environment. Since then, up until the present, it has gained new connotations, such as environmental concerns and bio/green innovation connected to ecological factors [12, 13]. Thus, for many companies, sustainable development became a goal in itself, integrated into their strategic mission and vision [14]. CRM is the approach to identifying, acquiring, and retaining customers to maximize an organization's profitability. Sustainable CRM is the holistic approach that trusts relationships between customers and value providers. Sustainable CRM is a comprehensive strategy fostering solid customer relationships and value-adding businesses. It engages with clients in a way that promotes a long-lasting and reliable relationship. In other words, sustainable CRM is the mechanism that extends win-win collaboration between customers, value providers, and businesses [15]. Sustainable CRM encompasses all CRM objectives that use internet settings, such as extranet, intranet, and the Internet, for sustainability goals. CRM can assist this process by using IT to manage client interactions [16]. CRM is frequently employed as a managing technique in today's corporate environment. It pertains to Internet-based marketing efforts, tools, and tactics that use technology like email, the World Wide Web, chat rooms, social media, forums, etc., to identify, create, and improve long-term client connections [17]. The idea is to implement a customer-centric strategy that touches every goal and dramatically affects everyone inside the business [18]. In this section, some related works are reviewed.

Using resource-based view theory and contingency theory, Al-Gasawneh, AlZubi [19] investigated the mediating role of service quality between CRM performance dimensions and the marketing performance of Jordanian hotels. A self-administered survey of 162 hotel managers in Jordan was conducted. Partial least squares structural equation modeling was used to analyze the data. The results showed that service quality mediated the relationship between the CRM performance dimensions (key customer focus, CRM knowledge management, CRM organization, and CRM-based technology) and the marketing performance of Jordanian hotels.

Das and Hassan [20] investigated how competitive advantage (CA), CRM, and sustainable supply chain management (SSCM) affected organizational performance (OP). The present study used a self-administered questionnaire with 20 items as a research method. SMART PLS 3.0 was used to analyze the research's findings. The findings demonstrated a strong correlation between SSCM and CRM, and OP. The findings revealed a somewhat significant but favorable correlation between CA and OP. Businesses were more likely to use SSCM and CA in underdeveloped nations in order to complete OP. However, the connection between CRM and OP has received relatively less attention.

Al-Bashayreh, Almajali [4] assessed the connections between the various success factors for electronic CRM. They also looked at the impact of customer pressure, trust, level of service quality, COVID-19, privacy, technological readiness, and customer satisfaction. They employed a purposeful sampling strategy. 390 completed questionnaires from employees of Jordanian companies who participated in CRM technology activities were used to collect the data. AMOS software was used to analyze the data. According to the findings, the success of the e-CRM system was influenced favorably by technological readiness, COVID-19, customer pressure, and customer satisfaction. Additionally, the study demonstrated that customer satisfaction was positively impacted by technological readiness, privacy, and service quality. Additionally, it was shown that customer satisfaction acted as a mediator in the relationships between service quality and e-CRM system success as well as between trust and e-CRM system success.

Kumar and Mokha [21] looked at the effect of E-CRM on client loyalty in the banking business and the moderating impact of customer pleasure. The data were analyzed using AMOS and SEM. According to the findings, customer satisfaction and E-CRM strongly influenced customer loyalty, and customer satisfaction partly affected the link between E-CRM and customer loyalty.

Chi [22] investigated the effect of organizational variables on the effective adoption of E-CRM. A systematic survey was done in Vietnam to obtain data. The dataset contained 241 valid replies from people who work for Vietnamese airlines. SEM and correlation analysis were used to investigate the causal relationships between organizational characteristics, data quality, knowledge management, customer orientation, and CRM strategy. The results showed that organizational variables impact the effectiveness of E-CRM.

Gil-Gomez, Guerola-Navarro [23] developed a research model to empirically validate the effects of the three CRM components (sales, marketing, and services) on customer knowledge management and innovation, as well as the companies' efforts toward digital transformation and sustainable business model innovation. Their research model was built around each possible combination of the three CRM modules and the three sustainability dimensions (economic, environmental, and social). According to the findings, CRM can be considered a type of Green IT, oriented toward digital transformation and long-term business model innovation.

In [11], the authors established the value of sustainability in CRM and attempted to propose a conceptual framework for modern businesses through its integration with various social networking sites that produces volumes of real-time data. The article also discussed the value of customer experience management (CEM). They also provided an interactive framework based on an ecosystem for building a long-lasting CRM system. The findings demonstrated that the suggested sustainable CRM framework blends online and offline interaction between contemporary businesses and aware as well as agile customers. It also combines style with substance in relationship management and, in the end, complements machine-to-machine connectively with human-to-human touch to strengthen customer involvement.

Yunis, Tarhini [24] looked at Information and Communication Technologies (ICT) and creativity's impact on improving organizational performance. The SMART PLS program analyzed data and evaluated the proposed model. The findings indicated that ICT utilization was closely related to the organization's performance and associated with innovation. Besides, the outcomes demonstrated that ICT acceptance is directly related to organizational efficiency. The adoption and use of ICT are related to entrepreneurship.

Naser and Al Shobaki [25] investigated the link between MIS resources and performance development in an electrical distribution firm. The statistical sample of the study was 360 people. SPSS software and ANOVA, linear regression, Cronbach's alpha, and step-wise regression were utilized to analyze data and check hypotheses. The results showed an essential connection between MIS resources and performance development in a power distribution company.

Also, Oh, Ryu [26] examined ICT as a vital invoice in developing organizational efficiency. The presented model was tested by regression analysis of field data. The outcomes indicated that the ICT characteristics effectively and positively influence the firms' market performance and connection between supply chain capabilities. However, the only weak moderating impact was the connection between companies' financial performance and supply chain capabilities.

The details and features of prior related studies are shown in Table 1.

Table 1. Comparative features of the previous related works

Consumer behavior and the value of retail space are changing as a result of the growth of e-commerce [27]. In today’s highly competitive business environment, enterprises strive to achieve sustainable advantages [28]. Only when the business implements a value-creating strategy, at the same time that no current or potential competitors do so, and when other businesses are unable to duplicate the advantages of this strategy can it achieve this sustainable advantage [29]. Despite the significance of these factors, Table 1 shows that little research has been done on how MIS, employee behavior and knowledge, customer satisfaction, and customer loyalty affect the effectiveness of sustainable CRM in online shopping. These variables have never been combined into a single framework to study the correlation and validity between them. Therefore, the present paper examines the relationship between MIS, employee behavior and knowledge, customer satisfaction, customer loyalty, and the effectiveness of sustainable CRM in online shopping.

extensive editing of the English language and style is required.

[Thank you for your helpful suggestions and valuable. You are right, accordance with your suggestions, we have revised our manuscript with the help of native speaker.]

You can develop the implications for theory, practice, and policymakers a little more thoroughly.

[We added implications to the Section 7]:

In practice, this study can assist managers and practitioners in improving the effectiveness of sustainable CRM in online shopping. Furthermore, it can spur further empirical research into the relationships between customer satisfaction, customer loyalty, MIS, employee behavior, and knowledge. Only a few studies have looked into the variables that influence the effectiveness of long-term CRM in online shopping and emerging industries in developing countries, specifically customer satisfaction, loyalty, MIS, employee behavior, and knowledge. This study attempted to fill these gaps. Because the current model is relatively constrained, it may be expanded in future studies. For example, the cultural construct could be incorporated into the model to make it more thorough in its examination of the topic at hand.

Author Response File: Author Response.pdf

Reviewer 2 Report

This investigation aimed to check out the influence of the Management Information Systems (MIS), employee behavior and knowledge, and customer be-havior (satisfaction and loyalty) on the effectiveness of sustainable CRM in online shopping. I believe that the article needs an important revision both in the literature review section, why these variables are used and not others, their relationships and also in the final contributions, both in the academic section and in the management. The following comments are suggested to improve the quality of the paper:

- Need a paragraph to explain the research problem

-More recent works should be reviewed.

- The results are quite elaborate and appropriate to the aim of the paper.

- Implication for theory and practice needs to be written clearly.

- Thorough proofreading is highly suggested.

-I suggest to authors that take a help from a native speaker to improve this paper.

-The abstract does not properly reflect the work done in this paper. Please re-write and improve the abstract.

Author Response

Best regards

Comments and Suggestions for Authors

- Need a paragraph to explain the research problem

[Thanks. We added a paragraph to explain the research problem to the end of the Section 2]

-More recent works should be reviewed.

[We appreciate the reviewer’s insightful comment. We added reference for this section and added a gap paragraph to help the readers understand.]

Research Background

The details and features of prior related studies are shown in Table 1.

Table 1. Comparative features of the previous related works

- The results are quite elaborate and appropriate to the aim of the paper.

[We appreciate the reviewer’s insightful comment.]

- Implication for theory and practice needs to be written clearly.

[We added implications to the Section 7]:

- Thorough proofreading is highly suggested.

[Thank you for your helpful suggestions and valuable. You are right, accordance with your suggestions, we have revised our manuscript with the help of native speaker.]

-I suggest to authors that take a help from a native speaker to improve this paper.

[Thank you for your notes. You are right. We modified the paper.]

-The abstract does not properly reflect the work done in this paper. Please re-write and improve the abstract.

[We greatly appreciate the reviewer’s efforts. We tried reform this segment in the revised article.]

Abstract: Sustainable development integrates business, environmental, and social objectives into a unified effort to achieve a common goal. Sustainable Customer Relationship Management (CRM) combines company strategy, customer-focused business processes, and computer technologies. From the consumer's perspective, it lowers psychological, energy, time, and other costs; from the company's perspective. The sustainable CRM program provides advantages to businesses in various industries, particularly online commerce. It alludes to a comprehensive strategy that promotes solid interactions between buyers and sellers of goods and services. Sustainable CRM engages with customers to ensure a lasting and reliable relationship between them. Since current customer retention is less costly than new customer attraction in the competitive market, especially online shopping, identifying the factors affecting relationship management with a stable customer is essential. So this research deals with this issue. This investigation intends to evaluate the effect of the use of Management Information Systems (MIS), employee behavior and knowledge, and customer behavior (satisfaction and loyalty) on the effectiveness of sustainable CRM in online shopping. The model is validated using the PLS-SEM technique with 293 employees and managers from private organizations. According to the results, the MIS, employee behavior and knowledge, customer satisfaction, and customer loyalty influence the effectiveness of sustainable CRM in online shopping. Furthermore, employee behavior and knowledge positively moderate the effect between customer loyalty and the effectiveness of sustainable CRM. However, the moderating role of employee behavior and knowledge between customer satisfaction and the effectiveness of sustainable CRM is not confirmed. Thus, taking these characteristics into account might be a significant step toward increasing the efficacy of sustainable CRM.

Author Response File: Author Response.pdf

Reviewer 3 Report

The article has a clear framework, standardized writing and innovative points. It is worthy of recognition.

It can also be further studied

1. The author can conduct grouping analysis to determine whether the differences of different ages, educational background and gender have an impact on the existing results

2. The author can use the fsQCA method to find the configuration path

Author Response

Best regards

Comments and Suggestions for Authors

The article has a clear framework, standardized writing and innovative points. It is worthy of recognition. It can also be further studied

The author can conduct grouping analysis to determine whether the differences of different ages, educational background and gender have an impact on the existing results.

[First of all, thank you for your thorough review and salient observations. We have reviewed and added multi-group analysis test. We hope you find it acceptable now.]

Partial least squares multi-group analysis

To address the last hypothesis of this study (H7), manager and employees’ gender as a categorical moderator variable, Partial Least Squares Multi-Group Analysis (PLS-MGA) is applied using the percentile bootstrapping method. 122 females and 171 male candidates participated in this study. Therefore, two groups are considered for PLS-MGA. The significant group differences are shown in Table 8.

Table 8. PLS-MGA results for gender (H7)

In PLS-MGA, based on the guidelines mentioned by Henseler, Ringle [61], a significant difference in a specific PLS path coefficient between groups is indicated by a percentage less than 0.05 and greater than 0.95. As a result, a result is significant at the 5% error level if the p-value is less than 0.05 or greater than 0.95 [62]. According to Henseler, Ringle [61], a percentile less than 0.05 indicates that group 1's bootstrapping results are better than group 2. Furthermore, percentiles greater than 0.95 indicate that group 2's bootstrapping results are superior to group 1. According to Table 8, the results suggest that the path coefficient of the relationships (MIS→ sustainable CRM, MIS → SAT, MIS → LOY, SAT → sustainable CRM, LOY → sustainable CRM, EBK → sustainable CRM, Moderating Effect 1 → sustainable CRM, Moderating Effect 2 → sustainable CRM) are not significantly different for employees with different gender. Therefore, H7 is not supported. So, the extent of the effectiveness of sustainable CRM not differs with gender of employees and managers.

The author can use the fsQCA method to find the configuration path

[We greatly appreciate the reviewer’s efforts. We tried reform this segment in the revised article. We added Fig. 2. Also, future work will use the fsQCA method to find the configuration path.]

R² criterion and path coefficients

The determination coefficient is the primary criterion for assessing the path model's hidden endogenous variables. This score implies that the exogenous variable affects a small percentage of the endogenous variable changes. Fig. 2 illustrates the outcomes for path coefficients.

Fig. 2. The path coefficients for the proposed model and hypothesis

Author Response File: Author Response.pdf

Reviewer 4 Report

- the English language must be proof-read,

- it is not very clear to me what do you mean by sustainable CRM and how is it different from a regular CRM system. You should explain this concept more thoroughly, since your literature review does not tackle this subject

- you state that there are very few real world application of the sustainable CRM model. You should present at least one of them in order to help the reader understand the focus of your paper

- the research hypothesis should be linked with the literature review.

- the figures and tables need editing because they seem to exceed the paper's margins.

- the research methodology is adequately presented

- when discussing your results, you should reference other studies which focused on the same subject and compare your results to theirs.

- when citing authors, you should add the year the paper was published, as well. E.G. "Smith (2022) stated that .... "

- I suggest looking into the following papers for additional literature review

Al-Bashayreh M, Almajali D, Al-Okaily M, Masa’deh R, Samed Al-Adwan A. Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction. Sustainability. 2022; 14(19):12310. https://doi.org/10.3390/su141912310

Burlea-Schiopoiu A, Mihai LS. An Integrated Framework on the Sustainability of SMEs. Sustainability. 2019; 11(21):6026. https://doi.org/10.3390/su11216026

Al-Gasawneh JA, AlZubi KN, Anuar MM, Padlee SF, ul-Haque A, Saputra J. Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality. Sustainability. 2022; 14(2):803. https://doi.org/10.3390/su14020803

Author Response

Best regards

Comments and Suggestions for Authors

- the English language must be proof-read,

[First of all, thank you for your thorough review and salient observations. You are right, accordance with your suggestions, we have revised our manuscript with the help of native speaker.]

[Thank you for your detailed comments. We changed this section and added a more references and information to help the readers understand.]

Research Background

The details and features of prior related studies are shown in Table 1.

Table 1. Comparative features of the previous related works

- you state that there are very few real world application of the sustainable CRM model. You should present at least one of them in order to help the reader understand the focus of your paper.

[We greatly appreciate the reviewer’s efforts. We tried reform this segment in the revised article.]

Sustainable CRM also involves customers concerned about sustainability and raises consumer knowledge of corporate sustainability issues [6]. Integrating economic, environmental, and social sustainability issues in CRM's core functional areas—marketing, sales, and service—is the fundamental tenet of sustainability-oriented CRM [7].

- the research hypothesis should be linked with the literature review.

[Thank you for your helpful suggestions and valuable. We have reviewed and corrected all these sentences. We hope you find it acceptable now.]

MIS

The MIS research focuses on the interaction of industries, people, and technology [32]. MIS examines how people, groups, and companies assess, create, execute, administer, and employ information-generating systems. Cognitive science, management theory, organizational theory, computer science, and management science all benefit. Using MIS, a company's decision-making procedure may be made more efficient and successful. MIS is a people-oriented discipline that focuses on technology-assisted service. MIS examines the entire company, including its people, work systems, and growth and placement, to determine how a goal may be achieved with little effort [33]. The procedure of gathering, analyzing, preserving, and transferring important information to support management activities in any business is all about MISs [34]. Managing ISs is a tool that managers use to make better decisions and perform the organization's activities better [35]. The eventual target of MIS is to supply managers with data to help them in decision-making. A computer system provides relevant users with information [36]; users usually form an official organization. The information shows an organization or a main belonging system with a view of what occurred priorly, what is currently taking place, and what will occur later [37]. The information has been provided in the form of special reports, mathematical simulation results, and periodic reports [38]. The results of reports are utilized by non-managers and managers when making decisions for solving organizational issues. Information availability is commonly connected with "better decision-making," particularly under evidence-based decision-making [39]. The ease of learning, ease of use, user satisfaction, usefulness, and quality are all connected to availability; therefore, the extent to which one believes learning how to utilize and run an IS needs minimal attempt is referred to as ease of use [40]. Three hypotheses are presented to evaluate the suggested model in light of the above-reviewed theoretical considerations:

H1: The MIS positively influences the effectiveness of sustainable CRM in online shopping.

H2a: The MIS positively influences customer satisfaction.

H2b: The MIS positively influences customer loyalty.

Customer behavior

Researchers have worked independently in many countries to develop sustainability and customer behavior. Customers are becoming more informed and attracted to sustainable behaviors and principles, and some studies show that they tend to negatively evaluate firms that lack sustainability [41]. Customers may be "loyal" to a brand, a loyalty program, channel middlemen, or personnel when deemed so [42]. Customer satisfaction is a psychological state that develops when the customer's past feelings about their purchasing experience are joined with the emotion brought on by unmet expectations. Customers frequently decide whether or not to purchase/repurchase after assessing whether or not their previous experience with the product/service was satisfactory/pleasant. According to the customer satisfaction model, customers are happy, relying on the expectation disconfirmation theory, when actual business performance affirms or beats historical expectations [43]. Client happiness is a key aspect of establishing customer loyalty. Customer happiness is the key to prospective purchasing behavior. Customers who are happy with a service supplier's service will boost their utilization and plan to use it in the future. Providing excellent service quality can increase customer satisfaction and repurchase intentions [44]. Two hypotheses are presented to evaluate the proposed model based on the previously reviewed theoretical aspects:

H3: Customer satisfaction positively affects the effectiveness of sustainable CRM in online shopping.

H4: Customer loyalty positively affects the effectiveness of sustainable CRM in online shopping.

Employee behavior and knowledge

Employee conduct may be described as how employees interact or react in a sustainable workplace under various conditions. An employee in today's workplace must deal with a vastly different, difficult, and unpredictable environment. Employees who want to thrive in such a dynamic market must have the knowledge, skills, and attitudes to detect shifts and respond appropriately, obtaining new deals and competitive advantages to using [45]. Also, knowledge is the mental form of ideas, facts, concepts, data, and techniques recorded in human memory [46]. Knowledge originates from the human brain and is based on information transformed and fertilized by experience, beliefs, personal values, and decisions and actions [47]. Everyone's knowledge is different from another person receiving the same information [48]. To assess the suggested model depending on the reviewed theoretical regards above, three hypotheses are presented:

H5a: Employee behavior and knowledge play a mediation role between customer satisfaction and the effectiveness of sustainable CRM in online shopping.

H5b: Employee behavior and knowledge play a mediation role between customer loyalty and the effectiveness of sustainable CRM in online shopping.

H6: Employee behavior and knowledge positively influence the effectiveness of sustainable CRM in online shopping.

In addition to the above hypotheses, there was one other hypothesis in this study that shows the role of gender of employees and managers, which will be tested through the Multi-Group Analysis (MGA):

H7: The extent of effectiveness of sustainable CRM differs with the gender of employees and managers.

- the figures and tables need editing because they seem to exceed the paper's margins.

[We greatly appreciate the reviewer’s efforts. We tried reform this segment in the revised article. We edited all the figures and tables.]

- the research methodology is adequately presented.

[Thank you for your detailed comments.]

- when discussing your results, you should reference other studies which focused on the same subject and compare your results to theirs.

[Thanks a lot for your excellent comments. Reform, in the revision paper has been done.]

The MIS considerably influences the efficacy of sustainable CRM in online shopping. The statistical analysis indicated that the path coefficient was 0.216, and the T value was 3.947, confirming the first hypothesis at the 99.9 level. Also, the effect of MIS on customer satisfaction is positive and significant. The obtained numbers showed a path coefficient of 0.500 and a T-value of 10.798, which confirmed this hypothesis at a 99.9% confidence level. Besides, the MIS also affects customer loyalty. Due to the results of the path coefficient of 0.632 and the T-value of 19.460, this hypothesis is confirmed at the 99.9% confidence level. These results are consistent with Naser and Al Shobaki [25]. These ISs are utilized in planning, leading, motivating, reporting, and controlling due to the numerous advantages of MIS, such as improved communication, more accurate control and data collecting, quicker data processing, and conversion to manager information. These systems perform managerial practices with the utmost accuracy and efficiency in a much shorter period and positively impact the CRM systems' performance. The research outcomes show that increasing the speed of MISs leads to saving time, increasing the speed of information transfer, ease of information transfer, and speeding the saving of information, which in turn will accelerate the performance of any type of organization. The results also show that modern systems implemented in private organizations have the necessary speed to respond to managers. The importance of ICT today is clearly identified in increasing the speed and accuracy of various organizations' activities and linking different components to each other, thereby enhancing their productivity. The IS is also a system containing a network of communication channels utilized. Components of the IS collect and manipulate data and information. The on-time availability of information through these systems will develop organizational performance. Adaptation of ISs to the needs and environment of the organization makes it more effective, improving the organization's performance. Therefore, according to research findings, implementing different aspects of the MIS process will facilitate decision-making and subsequently increase the efficiency and performance of sustainable CRM. Since investing in new management techniques and ISs needs to be done strategically.

The influence of customer satisfaction on the effectiveness of sustainable CRM is also significant in the confirmation of the third hypothesis. The obtained numbers showed a path coefficient of 0.147 and a T-value of 2.710, which confirmed this hypothesis at the 99.9% confidence level. The next hypothesis was also confirmed concerning obtained data [0.358, 7.041] and indicated customer loyalty's significant and positive influence on the effectiveness of sustainable CRM in online shopping. These results are consistent with Shukla and Pattnaik [11], Al-Bashayreh, Almajali [4], and Kumar and Mokha [21]. The results emphasize the significance of customer satisfaction and loyalty as a contributor to the effectiveness of CRM in online shopping. They supply light on this occurrence while correlating with academics' and researchers' theories. The importance of loyalty and customer satisfaction on the efficiency of sustainable CRM in online buying has implications for management. To establish and attain competitive advantage in a constantly competitive market with decreasing profitability, it is necessary to grasp multiple aspects of customer satisfaction and loyalty and their influence on sustainable CRM and customer loyalty, particularly in new and/or emerging markets.

The confidence interval of the moderation effect on sustainable CRM is [-0.057, 1.676], indicating the effect is insignificant. The results of Table 7 show that employee behavior and knowledge do not moderate the effect between customer satisfaction and sustainable CRM, thus not supporting H5a. Also, Table 7 shows the moderated mediation effect of employee behavior and knowledge, and the confidence interval of the moderation effect on sustainable CRM is [0.133, 4.198], indicating the effect is significant (H5b). Finally, the sixth hypothesis was also confirmed concerning obtained data (path coefficient of 0.290 and T-value of 5.494) and indicates the significant and positive influence of employee behavior and knowledge on the effectiveness of sustainable CRM in online shopping. The research outcomes show that knowledge not circulated in the organization will not grow and eventually become obsolete and obstructed. In short, the circulation of knowledge via sharing, acquisition, and exchange will cause the creation of novel knowledge, which would be infeasible without the utilization of information technologies. The message can be gained from the upward movement of knowledge in improving CRM systems performance. The outcomes demonstrated that supporting knowledge creation and information sharing among their workers could more effectively define effective processes and improve the performance of their CRM systems.

The H6 was also confirmed concerning obtained data [0.290, 5.494] and indicated Employee behavior and knowledge had a significant and positive influence on the effectiveness of sustainable CRM in online shopping. These results are consistent with Chi [22] and Gil-Gomez, Guerola-Navarro [23]. The research outcomes illustrate that MIS, customer satisfaction, customer loyalty, employee behavior, and knowledge are useful tools for the effectiveness of sustainable CRM, and investing in this area also has economic justification for other organizations. MIS can be an effective factor in expanding the organization and creating and improving the organization's competitive advantage. According to the values defined for R², the number attained for R² in the analysis is 0.669 for the dependent variable of the effectiveness of sustainable CRM in online shopping, indicating a strong fitness of the model. The use of a test to extend the model resulted in a value of 0.512, demonstrating that the model build is more appropriate than the baseline quantities established for GoF. Also, the results of PLS-MGA implied that there are no significant differences in the effectiveness of sustainable CRM by employees gender.

- when citing authors, you should add the year the paper was published, as well. E.G. "Smith (2022) stated that .... "

[We appreciate greatly the minute and instructive comments. We modified, please see the paper.]

- I suggest looking into the following papers for additional literature review

Burlea-Schiopoiu A, Mihai LS. An Integrated Framework on the Sustainability of SMEs. Sustainability. 2019; 11(21):6026. https://doi.org/10.3390/su11216026

[We very much appreciate this helpful comment. We modified this part and added these references to the section 2:]

Al-Bashayreh, M., et al., Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction. Sustainability, 2022. 14(19): p. 12310.
Burlea-Schiopoiu, A. and L.S. Mihai, An integrated framework on the sustainability of SMEs. Sustainability, 2019. 11(21): p. 6026.
Al-Gasawneh, J.A., et al., Marketing performance sustainability in the Jordanian hospitality industry: The roles of customer relationship management and service quality. Sustainability, 2022. 14(2): p. 803.

Author Response File: Author Response.pdf

Article Menu

The Study on the Effectiveness of Sustainable Customer Relationship Management: Evidence from the Online Shopping Industry

Further Information

Guidelines

MDPI Initiatives

Follow MDPI