An Examination of Customer Relationship Management and Business Sustainability in Small and Medium Enterprises

Abstract

The aim of this paper was to investigate the impact of customer relationship management (CRM) dimensions on business sustainability in small and medium enterprises (SMEs). A quantitative research approach was employed for data collection and fulfilling the objective of this study. In particular, the data was gathered through a survey instrument from 183 employees of SMEs in Saudi Arabia. The obtained responses were analyzed using the partial least square approach (PLS-SEM). The outcomes showed that customer orientation and CRM organization have significant positive effects on business sustainability. The results also verified that CRM technology and knowledge management play important roles in affecting business sustainability. These findings confirm the importance of customer relationship management and its dimensions in enabling firms to sustain their businesses and thrive in today's changing business environment.