Using CRM to Model Firm Performance in a Business-to-Business Market

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2018-04-03 DOI:10.1080/15332667.2018.1440142

Amer Rajput, Muhammad Zahid, Rida Najaf

{"title":"Using CRM to Model Firm Performance in a Business-to-Business Market","authors":"Amer Rajput, Muhammad Zahid, Rida Najaf","doi":"10.1080/15332667.2018.1440142","DOIUrl":null,"url":null,"abstract":"ABSTRACT Customer relationship management (CRM) is the widely accepted approach for gathering, examining, understanding and translating information related to customers into managerial action. CRM is investigated in the context of new product performance (NPP). CRM enhances NPP as well as firm performance. This study investigates the impact of CRM on NPP through the moderation of top management support and an innovative culture, as well as the impact of CRM on firm performance through the mediation of NPP. A questionnaire survey is used for data collection from marketing managers of 159 firms in Pakistan in the B-to-B market. Hypotheses were tested using SEM in SMART PLS. This research shows that CRM directly affects firm performance, while NPP partially mediates the relationship of CRM and firm performance. These findings have significant implications for the practitioner. This study delivers insights to managers and academicians about the role of CRM in enhancing NPP and improving firm performance. In general, the study provides new insights into CRM by integrating top management support and an innovative culture. The research extends our understanding that top management support and innovative culture do not moderate the relationship of CRM with new product performance in a B-to-B context.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2018-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440142","citationCount":"14","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Relationship Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332667.2018.1440142","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}

引用次数: 14

Abstract

ABSTRACT Customer relationship management (CRM) is the widely accepted approach for gathering, examining, understanding and translating information related to customers into managerial action. CRM is investigated in the context of new product performance (NPP). CRM enhances NPP as well as firm performance. This study investigates the impact of CRM on NPP through the moderation of top management support and an innovative culture, as well as the impact of CRM on firm performance through the mediation of NPP. A questionnaire survey is used for data collection from marketing managers of 159 firms in Pakistan in the B-to-B market. Hypotheses were tested using SEM in SMART PLS. This research shows that CRM directly affects firm performance, while NPP partially mediates the relationship of CRM and firm performance. These findings have significant implications for the practitioner. This study delivers insights to managers and academicians about the role of CRM in enhancing NPP and improving firm performance. In general, the study provides new insights into CRM by integrating top management support and an innovative culture. The research extends our understanding that top management support and innovative culture do not moderate the relationship of CRM with new product performance in a B-to-B context.

查看原文本刊更多论文

利用CRM在企业对企业市场中模拟企业绩效

客户关系管理(CRM)是一种被广泛接受的收集、检查、理解并将与客户有关的信息转化为管理行动的方法。CRM是在新产品性能(NPP)的背景下进行研究的。客户关系管理提高了NPP和企业绩效。本研究考察了客户关系管理通过高层管理支持和创新文化的调节作用对企业新绩效的影响，以及客户关系管理通过新绩效的中介作用对企业绩效的影响。采用问卷调查法收集巴基斯坦159家企业b2b市场营销经理的数据。研究表明，客户关系管理直接影响企业绩效，而NPP在客户关系管理与企业绩效之间起到部分中介作用。这些发现对从业者具有重要意义。本研究为管理者和学者提供了关于客户关系管理在提高NPP和改善企业绩效方面的作用的见解。总的来说，该研究通过整合高层管理支持和创新文化，为客户关系管理提供了新的见解。该研究扩展了我们的理解，即在b2b背景下，最高管理层的支持和创新文化不会调节CRM与新产品绩效的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.