The Research and Evaluation of Customer Relationship Management and Social Responsibility on Competitive Advantage

Abstract

In face of the rapid change in the competition environment, enterprises or organizations not being able to timely adjust the organization structure or introduce new management methods, thoughts, and business tactics would gradually disappear in the fiercely competitive market. Business managers therefore pay attention to strategies to promote the corporate competitiveness. The issue of corporate social responsibility (CSR) is gradually concerned in the society. CSR related issues used to be regarded as regional problems; however, it has developed to become global focus, including emerging markets, in past years. Aiming at high-tech industry in Tianjin Binhai Hi-tech Industrial Development Area, 600 copies of questionnaire are distributed to the supervisors and employees for this study. Total 422 valid copies are retrieved, with the retrieval rate 70%. The research results reveal significantly positive effects of customer relationship management on social responsibility, social responsibility on competitive advantage, and customer relationship management on competitive advantage. According to the results, suggestions are proposed, expecting to help domestic high-tech industry apply customer relationship management to improve business performance, enhance social responsibility effectiveness, competitive advantage, creativity, and adaptability, win new customers, consolidate existing customers, and enhance customers’ profit contribution.