Impact of Customer Relationship Management Capabilities on Organizational Performance with Crm Technology as Mediator

Organizations are striving for sustainable competitive advantage. To achieve this objective they are in search of multiple options and along this a shift in the business is also evident. The organizations are opting various blends of intangibles to deliver superior value to its customer for building longterm relationships. The organizations who have realized the importance of customer relationship have developed various capabilities. Technology play vital role in implementing customer relationship capabilities. Implementation of customer relationship capabilities with technology is worthwhile in developing countries. Moreover the researchers analyzed the organizations by successful implementation of customer relationship capabilities with technology can have advantage both at national and international level. The research is conducted in Pakistan (District Gujrat) which is survey based and quantitative in nature. Sample of 100 executives (CEO’s) of various local organizations was collected on the basis of cluster sampling and used for analysis. According to results customer relationship management is a compulsory tool in enhancing the organizational performance.