ANTECEDENTS OF CUSTOMER RELATIONSHIP MANAGEMENT CAPABILITY

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ANTECEDENTS OF CUSTOMER RELATIONSHIP MANAGEMENT CAPABILITY

SHRADHA HARIKANTRA

Under guidence of : Mrs. KARTHIKA

Department of commerce Milagres College Hampankatta Manglore

ABSTRACT

Customer Relationship Management (CRM) capability is crucial for organizations aiming to enhance customer satisfaction and achieve competitive advantage. This paper explores the antecedents of CRM capability, focusing on technological, organizational, human, market, and process factors. Employing a mixed-methods approach, we collected data through surveys and interviews from firms across various industries. Our findings indicate that robust IT infrastructure, supportive organizational culture, skilled employees, market responsiveness, and integrated business processes significantly contribute to CRM capability. The study provides valuable insights for practitioners and researchers, highlighting the importance of a holistic approach to developing CRM capabilities. Future research directions and practical implications are also discussed.

KEY WORDS: Technological Factors, focusing on technological, organizational, process factors.

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