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Customer Relationship Management (CRM) Capabilities & Building a Sustainable Competitive Advantage in Mobile Phone Operators in Jordan

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  • Mohammed Alshura

Abstract

Purpose -This study is trying to investigate the effect of customer relationship management (CRM (capabilities on building a sustainablecompetitive advantage in the mobile phone operators in Jordan. It is intended to develop a valid measurement model of (CRM) capabilities, and to explore the key factors of CRM that lead to a competitive edge.Design/methodology/approach – Questionnaire survey was used to gather data. In order to develop a reliable and valid measurement model of CRM capabilities, questionnaire survey were conducted and hypotheses were tested by utilizing the technique of multiple regression analysis in addition to reliability and multicollinearity tests.Findings – A three-capabilities (customer interaction management, customer relationship upgrading, and customer win-back) measurement model of CRM is developed and tested. Furthermore, results support the hypothesized influences of these three capabilities influence on firms' building a sustainable competitive advantage.Practical implications – This study provides a useful measurement mode of CRM capabilities that managers can use to evaluate the status in quo of CRM of their firms. Managers may also improve their CRM programs more effectively and efficiently by deploying such strategic resources of firms to build a sustainable competitive advantage. Originality/value – The paper addresses significant gaps in the current literature by taking a capability view of CRM, developing a valid measurement model of CRM capabilities, and examining how possession of important CRM resources influences the effective deployment of CRM capabilities.

Suggested Citation

  • Mohammed Alshura, 2018. "Customer Relationship Management (CRM) Capabilities & Building a Sustainable Competitive Advantage in Mobile Phone Operators in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(3), pages 262-262, February.
    • Handle: RePEc:ibn:ijbmjn:v:13:y:2018:i:3:p:262
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    References listed on IDEAS

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    1. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    2. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
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    Cited by:

    1. Maraj Rahman Sofi & Iqbal Ahmad Hakim, 2018. "Customer Relationship Management as Tool to Enhance Competitive Effectiveness: Model Revisited," FIIB Business Review, , vol. 7(3), pages 201-215, September.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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