How does organisational culture influence CRM performance: a mediating role of knowledge management

Despite the extensive literature in the field of success of CRM, few studies have empirically examined how organisational culture impact on CRM performance by mediating role of knowledge management (KM). Hence, the main objective of this study is to fill this theoretical gap. To gain this aim, a cross-sectional survey was conducted and structural equation modelling (SEM) approach was used to analysed data. The non-random and convenience sampling technique was used as a sampling technique. The research questionnaire was distributed between travel agencies with experience using CRM systems. The research findings show that organisational culture has a positive and significant relationship with CRM performance and KM's mediating role. Therefore, it is suggested to the companies that if they want effective CRM performance, in addition to improving and promoting the organisational culture, they should pay special attention to acquiring, storing, sharing and applying knowledge in the organisation.