The impact of customer relationship management capability on innovation and performance advantages: testing a mediated model

Battor, Moustafa and Battor, Mohamed (2010) The impact of customer relationship management capability on innovation and performance advantages: testing a mediated model. Journal of Marketing Management, 26 (9-10). 842- 857. ISSN 0267-257X

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Abstract

Customer relationship management (CRM) and innovation are widely considered to be valuable capabilities associated with competitive advantage. However, there is a lack of research demonstrating how they work together to produce performance advantages. This research investigates the mediating role of innovation between CRM and performance. The authors examine the direct impact of both CRM and innovation on firm performance. Moreover, they investigate the role of innovation as a mediating mechanism to explain the effect of CRM on performance. The authors use structural equation modelling to test the relationships among these constructs. The results support the direct impact of CRM and innovation on performance. Also, the findings indicate that the indirect effect of CRM on firm performance through innovation is significant. These results reinforce the view that developing close relationships with customers enhances a firm’s ability to innovate.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 8663
Useful Links:
Depositing User: Dr M Battor
Date Deposited: 07 Feb 2013 06:49
Last Modified: 13 Oct 2016 14:24
URI: https://eprints.mdx.ac.uk/id/eprint/8663

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