QUALITATIVE INVESTIGATION OF TAM
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(Valmohammadi, 2017). It also inquired about innovation capabilities such as process and
product innovation, and organizational performance. The findings of this study suggest that
CRM practices have a positive and significant effect on organizational performance and
innovation capability and that any improvements in innovation caused by CRM result in better
organizational performance. Additionally, the findings suggest that CRM practices have a higher
impact on the innovation of organizations compared to the direct impact on organizational
performance, and this study is notably in contrast to past studies that have indicated that CRM
technology does not have a significant impact on organizational performance. Finally, the study
finds that the sampled group does not pay enough attention to the implementation of CRM
technologies to collect and analyze customer information, using statistical techniques, and
transforming the data into useful information for the organization.
Ernst et al. (2011) examined CRM and company performance and observed the
mediating role of new product performance. This study looked at the role of CRM ’ s potential to
aid future product development and developed a conceptual framework that examined multiple
facets of CRM and the linkage to new product and company performance (Ernst et al., 2011).
The hypothesis of this study was that the more a firm implements its CRM processes of
information management, value management, and multi-channel management, the higher the
firm ’ s new product performance. Additionally, the study hypothesized that the greater the use of
CRM technology, the stronger the positive link between CRM processes and product
performance. The study included a large-scale survey, delivered through email and phone, of 183
companies from six industry sectors in Germany that reflect the national economic performance.
The findings demonstrated a positive relationship between CRM processes and new product
performance. Additionally, it was found that with a higher degree of CRM process
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