التكامل الاقتصادي
Volume 8, Numéro 4, Pages 331-343
2020-12-31
The Effect Of Customer Relationship Management Adoption On Financial Performance: An Empirical Study
Authors : Bouabdellah Hafidha .
Abstract
The purpose of this study is to examine the impacts of customer relationship management dimensions on financial performance. The research employs a survey-based method. Using a 22-item questionnaire and convenience sampling method, the data were collected from 112 employees and managers. Multiple linear regressions were used to test the proposed hypotheses. The results showed that the key customers focus; knowledge management; and technology-based CRM have a positive and significant impact on financial performance of organizations. However, CRM organization does not have a significant impact on financial performance. The findings can improve organizations managers’ understanding of the vital role that CRM play in improve financial performance.
Keywords
Knowledge Management ; Financial Performance ; Customer Relationship ; Customer Services
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