Modeling the Antecedents and Consequences of Customer Relationship Management in the Academic Publishing Industry with an Interpretive Approach

Taqavi, Adel; Iran Nejad, Parisa; Solgi, Mohammad; Paraste, Fatemeh; Abdollahi, Mojgan

doi:10.22034/jtd.2026.2045617.1972

Modeling the Antecedents and Consequences of Customer Relationship Management in the Academic Publishing Industry with an Interpretive Approach

Document Type : Research Paper

Authors

Adel Taqavi ¹

Parisa Iran nejad ²

Mohammad Solgi ³

Fatemeh Paraste ⁴

Mojgan Abdollahi ⁵

¹ faculty member of ACECR

² Assistant Professor, Department of Educational Sciences, Islamic Azad University, Karaj Branch

³ Assistant Professor

⁴ Assistant Professor, Department of Educational Sciences, Karaj Branch, Islamic Azad University, Karaj, Iran.

⁵ Assistant Professor of Educational Sciences and Faculty Member, Islamic Azad University of Karaj

10.22034/jtd.2026.2045617.1972

Abstract

Having a comprehensive model of communication management with academic publishing clients is a big step in the direction of expanding the study culture among students and professors. The current research was also conducted with the aim of modeling the antecedents and consequences of customer relationship management in the academic publishing industry with an interpretive approach. This research is based on interpretive paradigm and was done with an inductive approach. The current research is applied-developmental from the point of view of the goal, and from the point of view of the method of data collection, it was done with cross-sectional survey method. The community of participants includes the managers of academic Jihad publications and university professors. Sampling was done by targeted method and theoretical saturation was obtained with 16 interviews. The data collection tool is a semi-structured interview and a structural-interpretive modeling questionnaire. To analyze the collected data, the method of qualitative analysis of the theme, structural-interpretive modeling and Swara method were used. The research findings showed that the management factors of academic publishing, the infrastructure of academic publishing and the expansion of communication between customers, authors and publishers affect advertising and marketing. Advertising and marketing also affects the personalization of services and customer orientation in the publishing industry and leads to the management of relationships with customers. Customer relationship management also affects customer loyalty, customer satisfaction, and customer participation, and ultimately attracts and keeps customers of the academic publishing industry.

Keywords

customer relationship management

academic publishing industry

interpretivism

Subjects

review a desired technology

Al-Gasawneh, J. A., AlZubi, K. N., Anuar, M. M., Padlee, S. F., ul-Haque, A., & Saputra, J. (2022). Marketing performance sustainability in the Jordanian hospitality industry: The roles of customer relationship management and service quality. Sustainability, 14(2), 803.

Aseh, K., Al-Qudah, O. M. A. A., Yusoff, M. H., Pathmanathan, P. R., Latiff, N. A. A., Jusoh, J. A., ... & Al Moaiad, Y. (2021). The Future of E-Commerce in the Publishing Industry. International Conference on Smart Computing and Electronic Enterprise, 19 (1), 189-205.

Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research. Qualitative research, 1(3), 385-405.

Chang, W. (2022). The effectiveness of AI salesperson vs. human salesperson across the buyer-seller relationship stages. Journal of Business Research, 148, 241-251.

Garg, T., & Madan, R. (2024). A Bibliographic Review to Identify Trend Topics and Sustainability of Customer Relationship Management Strategies. Journal of Relationship Marketing, 37(2), 1-21.

Holsti, O. R. (1969). Content analysis for the social sciences and humanities, Reading, MA: Addison-Wesley.

Ilic, D., Vujic, N., Ratkovic, M., & Ilic, I. (2021). Application of the CRM Concept to Improve Sustainable Competitive Advantage Through Achieving Long-term Consumer Loyalty. Journal of Business Research, 11(2), 569-582.

Keršuliene, V., Zavadskas, E. K., & Turskis, Z. (2010). Selection of rational dispute resolution method by applying new step‐wise weight assessment ratio analysis (SWARA). Journal of business economics and management, 11(2), 243-258.

Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26.

Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2022). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the publishing industry. Benchmarking: An International Journal, 29(2), 551-572.

Lemarquis, G. W., & Mercanti-Guérin, M. (2022). Intensified digitization and human Buyer-Seller relationships: a strategic dimension for manufacturers and distributors sales leaders. International Marketing Trends, 1(1), 152-169.

Liu, Y., & Chen, Z. (2023). A new model to evaluate the success of electronic customer relationship management systems in industrial marketing: the mediating role of customer feedback management. Total Quality Management & Business Excellence, 34(5-6), 515-537.

Miller, E., Cross, L., & Lopez. M. (2010). Sampling in qualitative research. FBB research group, 19(3), 249-261.

Pahwa, A. (2023). Customer Relationship Management: The Ultimate Guide To CRM. NY: Management Essentials.

Sudirjo, F., Mustafa, F., Osman, I., & Kusnadi, I. H. (2024). Analysis of The Effectiveness of Integrated Customer Relationship Management Strategy Implementation on Loyalty of National Logistics Company Customers. Jurnal Informasi dan Teknologi, 223-228.

Wertman, L., & Wagner, M. (2024). Navigating the AI Era of Research: Ethical AI-Usage in Academic Publishing.

Reference (In Persian)

Akhgari, N., Kashtkar‑Haranki, M., & Ahmadi Sharif, M. (2022). The effect of business intelligence on customer relationship management success with the mediating role of knowledge management (Case study: Islamic Republic of Iran Shipping Lines industry). Industrial Technology Development Quarterly, 20(48), 35–52.

https://doi.org/10.22034/jtd.2022.252593

Esfidani, M. R., Khamouyi, F., & Soltani, M. (2022). The role of relationship marketing in achieving competitive advantage in the insurance industry. Iranian Management Research, 26(115), 198–225.

Afzali, A., & Abou‑Jafari, R. (2018). Economic challenges of the publishing industry in Iran: Proposing indicators of economic statistics and innovation. Critical Research Journal of Texts, 18(61), 164–181.

Amirkabiri, R., Boroumand, Z., & Sharifi‑Milani, H. (2020). Factors affecting the book publishing industry in Iran. Culture–Communication Studies, 19(82), 241–258.

Boroumand, Z., & Sharifi‑Milani, H. (2021). Identifying key drivers influencing the future of the book publishing industry in Iran. Management Futures Studies, 32(124), 56–69.

Javid, M. R., Nemati‑Zadeh, S., & Ghasemi, B. (2023). Measuring customer relationship management quality for the development of digital marketing strategies. Financial Economics (Iran), 17(63), 313–334.

Jahanshahi, P., Rahimpour, A., & Shahrabi, B. (2022). Designing an influencer marketing model on Instagram social media in the digital publishing industry. Audio‑Visual Media Studies, 16(43), 35–68.

Habibi, A., & Afridi, S. (2022). Multiple‑criteria decision making. Narenj Press.

Habibi, A., & Jalalnia, R. (2022). Partial least squares. Narenj Press.

Hamdi, S. H., Sardari, A., Naemi, A., & Norouzi Mobarakeh, A. (2023). Identifying the dimensions and components of social customer relationship management system adoption. Value Creation in Business, 3(8), 1–19.

Farahani, T., & Asghari, S. (2020). The effect of social capital and customer relationships on strategic performance considering the role of technological uncertainty (Case study: Kaleh Company). Industrial Technology Development Quarterly, 18(39), 53–62.

Farshidnia, K., & Nouri, A. (2023). Examining the effect of customer relationship management performance on brand image with the mediating role of perceived value. Novel Explorations in Computational Sciences and Management, 1(1), 127–141.

Motallebi, D. (2019). Problems of Iran’s book publishing industry: A literature‑based review. Culture and Communication Studies, 20(48), 205–234.

Malaei, N., Zanjirchi, S. M., Mirghafouri, S. H., & Zare, H. (2023). Successful implementation of customer relationship management in the tourism industry. Tourism and Development, 12(34), 219–232.

Norouzi, A., & Hashemi, R. (2023). Publishers’ and translators’ perspectives on book publishing regulations, censorship, and their consequences in post‑revolution Iran. Language and Translation Studies, 56(1), 141–166.

Hashemi‑Fard, S. H., Mousavi‑Naghabi, S. M., & Oladi, M. (2024). The effect of customer relationship management on firm performance considering the moderating role of innovation capability. Agricultural Economics and Development, 15(41), 125–138.

Hamrahi, A., Pournaghi, R., & Motallebi, D. (2022). Qualitative analysis of scientific publishing platforms based on the dimensions of the scientific publishing system. Journal of Information Processing and Management, 2, 429–456.