The Effect of Customer Relationship Management Capabilities on Organizational Performance

Abstract

This study aims to know the nature of the relationship and the extent of the impact of customer relationship management through three dimensions: relationship orientation, configuration, and customer information - on organizational performance, the level of which was identified through three indicators: efficiency, growth, and profit. This relationship was tested in ten famous beauty centers in the city of Baghdad. A random sample of (187) individuals working in these centers was selected. A questionnaire was distributed with specific items for the individual to answer according to a five-point Likert scale. The statistical programs SPSS V.23 and AMOS V.23 were used to extract the results. After presenting and analyzing the results, the study concluded that there was a positive effect of customer relationship management on organizational performance, in addition, the greatest effect of customer relationship management was on profit, while the minimum effect was on efficiency.

Keywords

• Customer relationship management
• CRM
• Organizational performance
• Relationship orientation
• Configuration
• Customer information