Customer Relationship Management Dimensions

Customer relationship management (CRM) has a growing popularity and is becoming one of the hottest academic and practical issues in the business field. Due to the competitive environment, CRM is a crucial element for firm performance. However, there is limited research that reveals the relationship between CRM dimensions and organizational performance. This study serves not only to clarify the relationship between CRM dimensions and organizational performance, but also to explain the moderating role of customer satisfaction in this relationship to answer the following questions: What are the CRM dimensions in Zain company, to what extent is the CRM dimensions (customer orientation, CRM organization, knowledge management and technology based CRM) could affect organizational performance, can customer satisfaction moderate the relationship between CRM dimensions (customer orientation, CRM organization, knowledge management and technology based CRM) and organizational performance?

Autorentext

Nuha Hassan es Profesora Adjunta de Marketing en la Universidad de Mashreq y es la jefa del departamento de marketing. Recibió su maestría en la Universidad de Jartum y su doctorado en la Universidad Ahfad para Mujeres. La Dra. Nuha ha publicado varios artículos científicos relacionados con el campo del marketing.