Was the link between enterprise and consumers neglected on sustainable development issue? Antecedents and consequences of customer relationship management practices

Customer relationship maintenance practice plays a pivotal role in determining an enterprise's success and serves as a significant competitive advantage. Despite the extensive research on customer relationship management, there has been limited exploration integrating both customer and enterprise perspectives to understand their relationship. Customer relationship management practice fosters a dynamic emotional connection between customers and enterprises. This study employs the stimulus–organism–response theory to construct a comprehensive research framework for responsible consumption and production. This research broadens the scope of responsible consumption and production issues by conducting two studies at different time points. It delves into the origins and outcomes of customer relationship management practices, examining both customer and business viewpoints. The findings hold substantial theoretical and practical implications for Sustainable Development Goal 12 policies and strategies related to responsible consumption and production. It underscores the significance of customer relationship management practices involving both “push” (strategies initiated by enterprises) and “pull” (methods employed to attract customers) dynamics.