Impact of electronic customer relationship management on competitive advantage: Mediating role of customer satisfaction in EgyptAir

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In today’s highly competitive business environment, organizations, particularly in the airline industry, are increasingly adopting electronic customer relationship management (E-CRM) to enhance customer engagement and achieve a competitive edge. This study aims to analyze the impact of E-CRM on the competitive advantage of EgyptAir, focusing on customer satisfaction as a mediating factor. Employing a descriptive and analytical methodology, the paper surveyed 355 EgyptAir customers, utilizing a structured questionnaire to gather data on E-CRM practices, customer satisfaction, and competitive advantage. The findings reveal a significant positive correlation between E-CRM and competitive advantage, with a correlation coefficient (R) of 0.56 and a determination coefficient (R²) of 0.315, indicating that E-CRM accounts for 31.5% of the variance in competitive advantage. Furthermore, the results demonstrate that customer satisfaction significantly mediates this relationship, with E-CRM explaining 43.9% of the variance in customer satisfaction (R² = 0.439) and a direct positive impact of customer satisfaction on competitive advantage (R = 0.38, R² = 0.247). Path analysis using AMOS v.24 confirmed these findings, showing both direct and indirect effects of E-CRM on competitive advantage through customer satisfaction. The model fit indices (CFI = 0.894, RMSEA = 0.000) suggest a robust model. The study underscores the crucial role of E-CRM in fostering customer satisfaction and enhancing competitive advantage in the airline industry, providing valuable insights for airlines aiming to leverage E-CRM for sustainable success.

Acknowledgments
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

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    • Figure 1. Theoretical framework
    • Figure 2. Path analysis model showing the impact of electronic customer relationship management on competitive advantage through customer satisfaction as a mediator
    • Table 1. The scales and number of questionnaire items for the research variables
    • Table 2. Reliability and internal consistency coefficients
    • Table 3. Demographics
    • Table 4. t-test analysis
    • Table 5. One-way ANOVA test: Differences based on age
    • Table 6. One-way ANOVA test: Differences between E-CRM and its relationship with customer satisfaction based on income
    • Table 7. Outputs of simple linear regression analysis: H2
    • Table 8. Outputs of simple linear regression analysis: H3
    • Table 9. Outputs of simple linear regression analysis: H4
    • Table 10. Path analysis results
    • Conceptualization
      Abdelrehim Awad
    • Formal Analysis
      Abdelrehim Awad
    • Investigation
      Abdelrehim Awad
    • Methodology
      Abdelrehim Awad
    • Project administration
      Abdelrehim Awad
    • Resources
      Abdelrehim Awad
    • Supervision
      Abdelrehim Awad
    • Writing – original draft
      Abdelrehim Awad
    • Writing – review & editing
      Abdelrehim Awad, Muhanad Mahmoud
    • Data curation
      Muhanad Mahmoud
    • Funding acquisition
      Muhanad Mahmoud
    • Software
      Muhanad Mahmoud
    • Validation
      Muhanad Mahmoud
    • Visualization
      Muhanad Mahmoud