The Moderating Effect of Commitment to Service Quality on the relationship between Communications, Customer Relationship Management and Organizational Performance: Evidence from the Kingdom Saudi Arabian Hospitals

Abstract

The study aim to examine moderating effect of commitment to service quality on the relationship communication, customer relation management and organizational performance. The data were collected by cross sectional collection method from the staff of KSA public hospitals. The analysis and results were drawn by applying PLS-SEM techniques. The result of current study found that there is significant relationship between communication and organizational performance. From the aspect of CRM practices, the study findings were shown consistent with organization performance in the staff of public hospitals in KSA. In the meanwhile, moderating effect commitment service quality were shown insignificant effect on the relationship between communication and organizational performance. However, moderating role of commitment to service quality effects on the relationship between CRM and organizational performance were found significant. This findings helps policy maker and strategist of Kingdom of Saudi Arabia to give priority and standing towards commitment to service quality, which is enhancing the organizational performance of staff of public hospital in KSA. In the last, the study established several limitations and recommendations for Future Avenue.