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| Author: | Battor, M. Battor, M. |
| Title: | The impact of customer relationship management capability on innovation and performance advantages: testing a mediated model |
| Journal: | Journal of Marketing Management
2010 : AUG, VOL 26:9-10, p. 842-857 |
| Index terms: | customer relationship management (crm) innovation performance appraisal competitive advantage |
| Language: | eng |
| Abstract: | Customer relationship management and innovation are agreed to be significant antecedents of competitive advantage. This article aims to examine how these two forces work together. The direct effect of CRM and innovation on performance are studied, as well as the mediating role of innovation between CRM and performance. Using structural equation modeling, the direct effect of CRM and innovation on performance is confirmed. The results also suggest that innovation's role as a mediator in the relationship of CRM and performance is significant, which in turn indicates that good relationships with customers have a positive effect on innovation. |
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