Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role-Reference-Cited by-同舟云学术

Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role

Published:2023-06-13 Issue:12 Volume:15 Page:9475
ISSN:2071-1050
Container-title:Sustainability
language:en
Short-container-title:Sustainability

Author:

Binsaeed Rima H.¹,Yousaf Zahid²^ORCID,Grigorescu Adriana³⁴^ORCID,Chitescu Razvan Ion³,Nassani Abdelmohsen A.¹^ORCID,Samoila Alina³

Affiliation:

1. Department of Management, College of Business Administration, King Saud University, P.O. Box 71115, Riyadh 11587, Saudi Arabia

2. Higher Education Department, Government College of Management Sciences, Mansehra 21300, Pakistan

3. Department of Public Management, Faculty of Public Administration, National University of Political Studies and Public Administration, Expozitiei Boulevard, 30A, 012104 Bucharest, Romania

4. Academy of Romanian Scientists, Ilfov Street 3, 050094 Bucharest, Romania

Abstract

This research aims to investigate how customer relationship management capabilities (CRMCs) improve customer engagement and innovation performance. Customer engagement is also tested as a mediator between CRM capabilities and innovation performance. Furthermore, the distrust moderating role was studied towards the relationship between CRMCs and customer engagement. Data were collected from 491 owner/managers of SMEs working in Saudi Arabia. The findings revealed that CRMCs positively predict customer engagement and innovation performance. Customer engagement directly affects innovation performance and acts as a mediator as well. In addition, the findings proved that distrust moderates on the link between CRMCs and customer engagement. This research adds to the marketing management theory and practices and highlighted the role of CRMCs in achieving innovation performance. It explored, considering the data base collected from SME owners and managers, the mechanism of innovation performance achievement through CRMCs and customer engagement. CRMC improvements allow businesses to have sustainable development and a better integration in the market.

Funder

King Saud University, Riyadh, Saudi Arabia

Publisher

MDPI AG

Subject

Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction

Link

https://www.mdpi.com/2071-1050/15/12/9475/pdf

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