The impact of customer relationship management capability on innovation and performance advantages: testing a mediated model

Article


Battor, M. and Battor, M. 2010. The impact of customer relationship management capability on innovation and performance advantages: testing a mediated model. Journal of Marketing Management. 26 (9-10), pp. 842- 857. https://doi.org/10.1080/02672570903498843
TypeArticle
TitleThe impact of customer relationship management capability on innovation and performance advantages: testing a mediated model
AuthorsBattor, M. and Battor, M.
Abstract

Customer relationship management (CRM) and innovation are widely considered to be valuable capabilities associated with competitive advantage. However, there is a lack of research demonstrating how they work together to produce performance advantages. This research investigates the mediating role of innovation between CRM and performance. The authors examine the direct impact of both CRM and innovation on firm performance. Moreover, they investigate the role of innovation as a mediating mechanism to explain the effect of CRM on performance. The authors use structural equation modelling to test the relationships among these constructs. The results support the direct impact of CRM and innovation on performance. Also, the findings indicate that the indirect effect of CRM on firm performance through innovation is significant. These results reinforce the view that developing close relationships with customers enhances a firm’s ability to innovate.

Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
PublisherTaylor and Francis
JournalJournal of Marketing Management
ISSN0267-257X
Publication dates
Print2010
Publication process dates
Deposited07 Feb 2013
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1080/02672570903498843
LanguageEnglish
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