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

Sustainable development integrates business, environmental, and social objectives into a unified effort to achieve common goal. customer relationship management (CRM) combines company strategy, customer-focused business processes, computer technologies. From the consumer’s perspective, it lowers psychological, energy, time, other costs; from company’s offers means of engaging with customers build lasting reliable relationships. The sustainable CRM program provides advantages businesses in various industries, particularly online commerce. It alludes comprehensive strategy that promotes solid interactions between buyers sellers goods services. Since current retention is less costly than new attraction competitive markets, especially shopping, identifying factors affecting stable essential. This investigation intends evaluate effect use information systems (MIS), as well insights on employee behavior knowledge, (satisfaction loyalty), effectiveness shopping. model validated using PLS–SEM technique, study sample 293 employees managers private organizations. According results, MIS, satisfaction, loyalty influence Furthermore, knowledge positively moderate CRM. However, moderating role satisfaction not confirmed. Overall, taking these characteristics account might help organizations take significant steps toward increasing efficacy