Impact of Customer Relationship Management, Technological Turbulence, and Customer-Centric Management on Financial Performance

Abstract

CRM improves competitiveness. To adopt CRM, you must know client wants and trends. Technological Turbulence plays a vital role in the adoption of CRM. The research examines how internal/external information integration and supply chain performance affect corporate finances. Primary data was collected from the service sectors in Lahore. Questionnaires were spread around 150 and collected 121 valid responses. The demographic analysis was performed on SPSS. Regression and correlation analysis were performed on Smart-PLS (3.0). From B2C perspective, CRM adoption has a significant positive impact on organizations performance in the service industry. CRM adaptation is primarily focused and should be discussed within the organisation for a more effective approach. Thus, technological turbulence and internal/external information integration have a bad impact on the financial performance of a company. The results show that IEII doesn’t have an influence on financial performance. This study is valuable for the industry, such as banks or other business-to-customer (B2C) firms.