In the digital economy era, electronic customer relationship management is the key to success in competitive advantage because it is a strategy designed to create value for customers. Accordingly, the aim of the present study was to investigate the effect of buyer behavior and customer-based innovation on competitive advantage with the mediating role of electronic customer relationship management success.
This research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of this study included all employees and managers of the sales and commercial department of Isfahan Steel Company, totaling 350 people, of whom 145 people were selected as statistical samples using the data adequacy method for structural equations. A questionnaire was used to collect information and SPSS and Smart PLS software were used to analyze the data. The results of the study showed that buyer behavior and customer-based innovation have a significant effect on the success of electronic customer relationship management; in addition, the effect of customer-based innovation and the success of electronic customer relationship management on competitive advantage is significant. Meanwhile, the mediating role of customer relationship management success in the relationship between buyer behaviors and customer-driven innovation with competitive advantage was confirmed. However, buyer behavior did not have a significant impact on gaining competitive advantage.