The Impact of Customer Relationship Management on Business Performance : The Mediating Effect of Innovation Capability

Authors

  • Junior Oti-Frimpong  School of Business, Kwame Nkrumah University of Science and Technology, Ghana
  • Samuel Gyedu  School of Management, Jiangsu University, 301 Xuefu Rd, Jingkou Qu, Zhenjiang, Jiangsu Province, China
  • Francis Ntori  School of Business, Kwame Nkrumah University of Science and Technology, Ghana

DOI:

https://doi.org/10.32628/CSEIT228231

Keywords:

Customer Relationship Management, Innovation Capability, Business Performance, Telecommunication Sector.

Abstract

The motivation of this research is to assess the relationship existing between Customer Relationship Management (CRM) and Business Performance (BP) alongside the mediating effect of Innovation Capability (IC) as a crucial study in the telecommunication sector in Ghana. The proposed model was blueprinted based on relationship marketing theory, innovation theory, resource-based view theory and related literature of CRM as an independent variable, Business Performance as an independent variable and Innovation Capability as a mediating variable. Data was collected from 579 various departmental heads, branch managers and the permanent staff of six mobile communication companies in Ghana turned out to be analysed by the use of multiple linear regression analysis and Structural Equation Model (SEM). The analysis of the study was enacted by using STATA and AMOS statistical software package to excerpt the results. The results indicated a statistically positive and significant relationship among CRM, innovation capability and business performance. Also, it was found that innovation capability has a significantly positive and partially mediating effect on CRM constructs and business performance.

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IInternational Journal of Scientific Research in Computer Science, Engineering and Information Technology

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Published

2022-04-30

Issue

Volume 8, Issue 2, March-April-2022

Section

Research Articles

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

[1]
Junior Oti-Frimpong, Samuel Gyedu, Francis Ntori, " The Impact of Customer Relationship Management on Business Performance : The Mediating Effect of Innovation Capability" International Journal of Scientific Research in Computer Science, Engineering and Information Technology(IJSRCSEIT), ISSN : 2456-3307, Volume 8, Issue 2, pp.183-199, March-April-2022. Available at doi : https://doi.org/10.32628/CSEIT228231