The Impact of Customer Relationship Management Capabilities on Organizational Performance : Moderating Role of Competition Intensity

Abstract

Today, organizational success and performance depends on identifying, attracting, acquiring and maintaining customers in the highly intensive competition environment. The current research identify the problem of enhance the organizational performance through customer relationship management capabilities (Customer interaction management Capability and Customer relationship upgrading Capability) in the presence of competition. Population of this research was telecom sector in Pakistan. Expected sample size was 300 employees from telecom organizations. They was be administered through adopt questionnaire including Customer relationship management capability (Customer Interaction management capability and customer relationship upgrading capability), organizational performance and competition intensity. Multiple logistic regression analysis tests was used for further analysis. The current study was enable companies to make a long term and strong relationship with their customers. This research would enable organizations to understand and use their capabilities better than was possible before.