Abstract
Companies have reacted to the apparent opportunities and
threats of globalization through various global production
practices that have increased supply chain complexity and
various risks. In this complex situation delighted customers
are backbone of the firm. To fulfill customer expectation and
to enhance market and financial performance firms seek
competitive capabilities. How firm knows that our customers
are delighted they have started CRM practices to in order to
interact with current and future customers. In a situation, The
impact of CRM capability on firm performance is required to
be investigated with mediation of SCI and SCMC. Based on
132 respondents cross sectional primary data about SCI and
SCMC the results shows that SCMC impact the firm
performance more than SCI. The result shows the partial and
perfect mediation among study variables. This study makes
some important contributions in existing literature of
customer relationship and supply chain, by empirically
testing the mediating role of SCI and SCMC between the
relationship of CRM capability and firm performance.
Managerial implications along with future directions are
offered.
Muhammad Tahir, Dr Amer Rajput. (2020) CRM Capability to Model Firm Performance: Through Mediation of Supply Chain Integration and SCMC, Islamabad Islamicus, Volume-02, Issue-3.
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