Customer Relationship Management Excellence in Manufacturing Supply Chains: A Multilevel Analysis Using the ISCPM Framework

Manufacturers increasingly experience uncertainty and challenges in meeting customer demands while improving agility, transparency, and service responsiveness. The accelerated digital transformation and recurring disruptions have made customer relationship management (CRM) essential in reframing supply chain performance. This study examines CRM performance at multiple decision levels using the Integrated Supply Chain Performance Measurement (ISCPM) model. The analytic hierarchy process (AHP) and structural equation modelling (SEM) are integrated (AHP–SEM) to evaluate CRM performance in the ISCPM model, developed by incorporating the Balanced Scorecard (BSC) and Supply Chain Operations Reference (SCOR) models. Survey data were collected from 207 manufacturing companies across 24 sectors in Bangladesh. The study found that resilience and reliability are the most prioritised attributes at the strategic level, collaboration at the planning level, and visibility at the operational level. The results include reinforcing resilience, preparing consumers, and giving employees real-time access to improve service quality and responsiveness. Such goals are critical for an organisation due to frequent supply chain interruptions and demand uncertainty. This research provides one of the first empirical investigations to apply the ISCPM model to CRM attributes and illustrate multilevel decisions. The originality of this study lies in using AHP and SEM to justify the empirically validated model to address theory and practical gaps. The research contributes to academicians and industry practitioners in the field of CRM excellence, especially in this growing economy. © 2027 selection and editorial matter, Md. Mamun Habib and Ferdoush Saleheen; individual chapters, the contributors.