A Model Predicting CRM Resource Effect on Business Performance through CRM Capabilities

This study employs the CRM measurement model to context of customer relationship management (CRM). It is aimed at indirectly examining relationships between various resources and business performance. Additionally, this contributing marketing research by placing an emphasis on technology their impact Through collecting secondary data, direct indirect effects capabilities performance are examined within a sample 6 case companies in UK grocery market during 2015~2017. Additional measure capability aggregated into firm level examine its with corporate Furthermore, categorized through defining intention initiating programme. The results find positive both Besides, interactive most essential for enhance CRM. Lastly, interaction other resource significantly associated Managers may improve programs eliminate side more effectively concentrating one type strengthen common capability. paper bridges significant gaps current literature combining RBV DC perspective, meanwhile, taking view Under contemporary model, it examines how possession important influences supermarket.