Authors: Amer Rajput; Rida Najaf
Customer relationship management (CRM) is the widely accepted approach for gathering, examining, understanding, and translating the information related to customer into the managerial action. CRM is mostly reviewed in terms of existing products. The role played by customer relationship management in new product performance is not studied in much detail. Therefore, customer relationship management is investigated in context of new products performance. Customer relationship management can enhance the new product performance and firm performance. This study proposes a research framework is to model customer relationship management in association to the new product performance, top management support, innovative culture, and the firm performance. This study is to investigate the impact of customer relationship management on new product performance through the moderation of top management support and innovative culture as well as the impact of customer relationship management on firm performance through the mediation of new product performance. This study delivers insights to the managers and academicians about the role of customer relationship management in enhancing the new product performance and improving firm performance. This study has surveyed the pertinent literature from top journals of industrial marketing such as: Industrial Marketing Management, Marketing Intelligence & Planning, Journal of Marketing, Journal of Business & Industrial Marketing, Journal of marketing Research, Industrial Management & Data Systems, and Journal of Business & Industrial Marketing. Findings of this study suggest that customer relationship management positively affects the new product performance however, this effect can be moderated by top management support and innovative culture. Findings also suggest that new product performance can positively mediate the relationship between customer relationship management and new product performance. CRM process play an important role in enhancing performance of the product and performance of the firm. Overall findings of this study suggest that there is direct relationship between CRM, NPP and firm performance. In this time of intense competition, it is very important for a firm to manage its relationship with customers to improve firm performance. These findings have significant implications for the practitioner and academics
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Publish Year: 2016
Conference: Cape Town (2016)