Mediating Role of New Product Performance in CRM Process and Company Performance

Abstract

This study is an attempt to find the mediating role of New Product Performance in CRM and Company Performance, in the manufacturing organizations of Pakistan. The CRM processes in the context of New Product Development described hypotheses for the additional research in order to increase the Company Performance. Data were collected from 233 respondents from seventeen randomly selected manufacturing organizations in Pakistan. The Pearson's correlation coefficient for Company Performance focused a strong and positive relationship of all variables. Models for the direct and indirect effects of company performance are examined for similarities and differences in perceptions. The result is conferred with detailed arguments about the role of Customer Relationship Management in new product performance are quiet influential in Company Performance. Thus, new product performance is an important mediator of the CRM processes-company performance link.

Keywords: Customer relationship management, New product development, New product performance, Pakistan.