Relationship of Customer Relationship Management with Product and Organizational Performance in Manufacturing Industries There are several influencing factors concerned with the company and new product performance. Customer
Relationship Management is one of them, which ultimately becomes backbone of an organization. The complete
thesis designates the factors affecting Customer Relationship Management process, CRM technology and CRM
reward system on New Product Performance and eventually on Company Performance. Many Studies on CRM
and New Product Performance are continue from several years and deliberated its organization-wide
importance.
The CRM processes in the context of New Product Development described hypotheses for the additional
research in relation with Company Performance. Data was collected from 233 respondents from seventeen
randomly selected manufacturing organizations in Pakistan. The Pearson's correlation coefficient for company
performance described a strong and positive relationship of all variables. The consistency of the construct was
measured by evaluating the reliability by cronbach's alpha of individual items. For the testing of external
validity, the procedure of confirmatory factor analysis was used which suggests the validity including reflective
indicators of key construct by calculating regression weights through AMOS and SPSS.
The SEM was used to calculate the path coefficients that evaluate strength of relationships. Separate models
for the direct and indirect effects of company performance were examined for similarities and differences in
perceptions. The outcomes described when a firm implements more its CRM processes in an NPD context, the
higher the firm's new product performance. On the other hand, CRM technology did not positively influence
the new product performance.
In addition to this the application of CRM reward systems also did not facilitate new product performance.
While introducing successful new products ever has a strong influence on improving company performance.
In addition to this new product performance was an important mediator of the CRM processes and company
performance link.
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