Investigating the effect of organizational capacity on CRM performance

Abstract

Many organizations try to provide products with lower prices and better quality to meet their customers' needs by identifying and learning about customers and their needs, and to achieve this important, they need a powerful knowledge tool that relies on customers' knowledge details. This paper presents an empirical investigation to study the effects of organizational capacity on the performance of customer relationship management. The study designs a questionnaire in Likert scale, distributes it among some experts and using structural equation modeling verifies that managers' commitment influences the most on getting knowledge from customer (β = 0.389, Sig. = 0.000). In addition, Managers' commitment influences positively on knowledge about customer (β = 0.355, Sig. = 0.000). Moreover, Staffs' commitment influences on knowledge about customer (β = 0.36, Sig. = 0.000).