Effect of CRM Practices on Organizational Performance Under Moderation by Market Turbulence: A Study on

Abstract

In this escalating competitive atmosphere, enterprises attempt to gain competitive advantage through developing positive relationships with customers. Enterprises manage these relationships by using diverse practices such as key customer focus, knowledge management and relationship marketing which cause to augment performance. Additionally, organizations have also to entertain customers in accordance with changes in their preferences. Thereby, the present study investigated the influence of customer relationship management (CRM) practices on organizational performance by considering the moderating role of market turbulence. Self-administrated questionnaire was utilized to collect data from 165 employees of telecommunication sector in Pakistan. SPSS 21.0 and AMOS 21.0 were used to analyze data. The results revealed that CRM practices had positive relationships with organizational performance. Moreover, the moderation findings demonstrated that market turbulence antagonistically moderated the relationship between CRM practices and organizational performance. Limitation, implications and recommendations for future research were also delineated at the end.

Keywords: Customer relationship management practices, market turbulence, organizational performance, telecommunication sector