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Effects of Customer Relationship Management on Organizational Performance

Author

Listed:
  • Nedeljković Ivana

    (Faculty of Economics, University of Kragujevac, Republic of Serbia)

  • Zlatanović Dejana

    (Faculty of Economics, University of Kragujevac, Republic of Serbia)

  • Marinković Veljko

    (Faculty of Economics, University of Kragujevac, Republic of Serbia)

Abstract

Customer Relationship Management (CRM) is a process that focuses on initiating, maintaining, and retention of long-term customer relationships with the help of information technology, to achieve better economic performance. Therefore, the paper examines the effects of CRM dimensions on financial and marketing performance, and moderates the role of an image on these relationships. The analysis included 106 organizations on the territory of the Republic of Serbia. The paper uses descriptive statistical analysis, correlation analysis, multiple regression analysis, and moderation regression analysis. The obtained results show that there is a negative statistically significant impact of CRM technology on financial and marketing performance. On the other hand, the existence of a positive statistically significant impact of consumer knowledge management on financial and marketing performance was found, as well as the fact that the image has negative moderating effects on these two relationships. The contribution of this paper is reflected in the unique structure of the research model, in the multidimensional observation of CRM, and measuring the impact of CRM dimensions on financial and marketing performance. Given that previous research has focused more on testing the main effects, rather than the interaction effects, the originality of the work is also contributed by testing the moderator role of the image on the relationship between CRM dimensions and organizational performance.

Suggested Citation

  • Nedeljković Ivana & Zlatanović Dejana & Marinković Veljko, 2022. "Effects of Customer Relationship Management on Organizational Performance," Economic Themes, Sciendo, vol. 60(2), pages 237-258, June.
    • Handle: RePEc:vrs:ecothe:v:60:y:2022:i:2:p:237-258:n:5
    DOI: 10.2478/ethemes-2022-0014
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    References listed on IDEAS

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    1. Garrido-Moreno, Aurora & Padilla-Meléndez, Antonio, 2011. "Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors," International Journal of Information Management, Elsevier, vol. 31(5), pages 437-444.
    2. N. Venkatraman, 1990. "Performance Implications Of Strategic Coalignment: A Methodological Perspective," Journal of Management Studies, Wiley Blackwell, vol. 27(1), pages 19-41, January.
    3. Liu, Sandra S. & Luo, Xueming & Shi, Yi-Zheng, 2003. "Market-oriented organizations in an emerging economy: A study of missing links," Journal of Business Research, Elsevier, vol. 56(6), pages 481-491, June.
    4. Chang, Woojung & Park, Jeong Eun & Chaiy, Seoil, 2010. "How does CRM technology transform into organizational performance? A mediating role of marketing capability," Journal of Business Research, Elsevier, vol. 63(8), pages 849-855, August.
    5. Marko Slavković & Verica Babić, 2013. "Knowledge Management, Innovativeness, And Organizational Performance: Evidence From Serbia," Economic Annals, Faculty of Economics and Business, University of Belgrade, vol. 58(199), pages 85-108, October -.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    CRM; consumer focus; CRM organization; CRM technology; knowledge management; organizational performance; image;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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