| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 15 |
NO. 2 |
PAPER 9 |
10.5958/2321-2012.2019.00017.4 |
IMPACT OF CRM CAPABILITY
DIMENSIONS ON ORGANIZATIONAL PERFORMANCE
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| Rizwan Ali* Shahid Ali** Muneeb Ahmad*** And Zahra Nazish****
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| * Lahore Business School, The University of Lahore, Pakistan
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| ** Xi’an Jioatong University, China
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| *** Liaoning Technical University, China
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| **** M.Phil, University of Southern Punjab, Pakistan
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| This study was conducted, to examine the impact of CRM capability dimensions, on organizational performance. The study identified four customer relationship management capability dimensions, which play a significant role in an organization. Data were collected through employees of telecom sector. The sample size was 250 employees. Convenience sampling was used. The Cronbach’s Alpha was applied to test the reliability of questions. The descriptive technique was used, to analyse the perception of respondents, which was gathered through the administration of survey questionnaire. This study could help companies to improve the organizational performance. Developing long term relationship with customers could help in improving financial performance of the company or an organization. The result indicated that there was no impact of customer orientation and CRM technology on organizational performance while CRM process and CRM organization reported significant impact on organizational performance.
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