Analyzing the Role of Data Mining–Based Customer Relationship Management in Enhancing Customer Loyalty and Sales Growth in Food Distribution Companies in Major Cities of Iran
Keywords:
Data Mining, Customer Relationship Management, Customer Loyalty, Sales Growth, Food Distribution Industry, Analytical CRM, Marketing AnalyticsAbstract
The objective of this study was to analyze the role of data mining–based customer relationship management in improving customer loyalty and promoting sales growth in large food distribution companies operating in metropolitan cities of Iran. This applied quantitative study employed a descriptive–correlational design using structural equation modeling. The statistical population consisted of managers, marketing experts, CRM specialists, and sales supervisors working in food distribution companies located in Tehran. A total of 312 participants were selected through stratified random sampling to ensure representation across organizational roles. Data were collected using a standardized questionnaire measuring data mining–based CRM capabilities, customer knowledge management, customer loyalty, and sales growth using a five-point Likert scale. Content validity was confirmed by academic and industry experts, and reliability indices exceeded acceptable thresholds. Data analysis was conducted using SPSS-27 for preliminary statistical analysis and SmartPLS-4 for confirmatory factor analysis and structural model testing. Structural equation modeling results revealed that data mining–based CRM had a significant positive effect on customer loyalty (β = 0.62, p < 0.001) and sales growth (β = 0.41, p < 0.001). Customer knowledge management also significantly influenced customer loyalty (β = 0.33, p < 0.001). Furthermore, customer loyalty demonstrated a strong positive effect on sales growth (β = 0.47, p < 0.001), confirming its mediating role in translating CRM capabilities into organizational performance outcomes. The model explained 58% of the variance in customer loyalty and 64% of the variance in sales growth, indicating substantial explanatory power. The findings demonstrate that integrating data mining techniques within CRM systems significantly enhances relationship quality with customers and converts customer intelligence into measurable sales performance improvements. Data-driven CRM functions as a strategic organizational capability that strengthens loyalty formation, optimizes marketing decisions, and supports sustainable business growth in competitive distribution markets.
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Copyright (c) 2025 Sina Moeini , Alireza Khanali (Author); Alireza Gharibshahian (Translator)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
