Impact of sustainable supply chain management and customer relationship management on organizational performance

Purpose - This paper aims to assess the effect of sustainable supply chain management (SSCM) , competitive advantage (CA) and customer relationship management (CRM) on organizational performance (OP). Design/methodology/approach - A self-administered questionnaire was employed in the present study as a research tool, consisting of 20 items. Information was gathered from 93 executives employed in the supply chain management (SCM) division of the multiple organizations in Chattogram, the commercial hub of Bangladesh and the findings of the research were evaluated using SMART PLS 3.0. Findings - The findings supported the hypotheses that were formulated. The analysis shows that SSCM and CRM are significantly related to OP. The results show, however, a positive but insignificant relationship between CA and OP. In developing countries, SSCM and CA are more likely to be employed by businesses in order to accomplish OP. However, the relation between CRM and OP has been given comparatively less importance. It has been suggested that CRM, together with SSCM, should be considered in order to achieve OP. Originality/value - Earlier study neglected to use the CRM in the measurement of OP along with CA and SSCM. This research seeks to emphasize the influence of CRM in the organization, together with SSCM. This lets companies understand the effect of SSCM and CRM in general since those companies must respond to consumer demands to product and industry developments and transfer appropriate resources to enhance manufacturing processes that combine technological and managerial efficiency.