首页|Do strong innovation capability and environmental turbulence influence the nexus between CRM and business performance?
Do strong innovation capability and environmental turbulence influence the nexus between CRM and business performance?
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NETL
NSTL
Wiley
This research has dealt with the gaps in the previous literature and the preponderant problems in the Ghana telecom industry. The main objective is to explore the roles of innovation capability and environmental turbulence on the relationship between cus- tomer relationship management and business performance in the Ghana telecommu- nication industry. Hierarchical linear regression and structural equation models through STATA and AMOS statistical software were employed to analyze the obtained data from a structured questionnaire. These models were used based on the type of analyses employed in our study and since they are robust in determining and validating the proposed causal relationships among variables. To summarize the findings, (1) the study found that customer relationship management constructs have a positive impact on innovation capability and business performance. (2) We discov- ered that innovation capability constructs have a positive effect on business perfor- mance. (3) Innovation capability mediates the relationship between customer relationship management and business performance. (4) Environmental turbulence moderates the relationship between customer relationship management and business performance. These findings contribute immensely to managerial and practical impli- cations by entreating managers to intensify their commitment to CRM and innova- tion activities such as sharing indispensable information, involving customers, solving problems jointly, building long-term relationships, and using modern technologies in building powerful partnerships with customers to meet their needs in order to accel- erate performance.
business performancecommunication industrycustomer relationship managementenvironmental turbulenceinnovation capability
Sikandar Ali Qalati、MengMeng Jiang、Samuel Gyedu、Emmanuel Kwaku Manu
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School of Business,Liaocheng University, Liaocheng,Shandong,China
School of Economics,Wuhan Dong Hu University,Wuhan,China
School of Intellectual Property,Jiangsu University,Zhenjiang,Jiangsu,China
NETL
NSTL
Wiley
