Gaps Determination of E-CRM and Competitive Advantage: The Role of Marketing Innovation

The study aims to address how e-CRM and marketing innovation can influence the competitive advantage directly and indirectly through the marketing innovation. The research conducted a quantitative survey research approach with a positivist study paradigm. A random sampling technique was used in order to collect data with a total of 376 valid responses of ICT in Jordan. Using PLS-SEM method for data analysis, the study involved with examining both of measurement and structural model and validate the study model. The study found that both of e-CRM and marketing innovation positively influence the competitive advantage. Research implications call ICT industry in Jordan to prioritize the major innovative marketing processes and capabilities in service communication and customers’ expectation.