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首页> 外文期刊>International Journal of Business and Management >Customer Relationship Management (CRM) Capabilities & Building a Sustainable Competitive Advantage in Mobile Phone Operators in Jordan
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Customer Relationship Management (CRM) Capabilities & Building a Sustainable Competitive Advantage in Mobile Phone Operators in Jordan

机译：客户关系管理（CRM）功能和约旦移动电话运营商的可持续竞争优势构建

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摘要

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.
机译：目的-本研究试图调查客户关系管理（CRM）（在约旦的移动电话运营商中建立可持续竞争优势的能力。）旨在开发一种有效的（CRM）能力衡量模型，并探索CRM导致竞争优势的关键因素：设计/方法/方法-问卷调查用于收集数据;为了建立可靠有效的CRM能力度量模型，我们进行了问卷调查，并利用研究结果–开发并测试了CRM的三个功能（客户交互管理，客户关系升级和客户回头客）的度量模型，并且结果支持了假设的影响这三种能力中的一种对企业建立可持续竞争优势的影响。实际意义–这项研究提供了一种有用的CRM能力衡量模式，管理者可以使用该模式来评估其公司CRM的现状。管理人员还可以通过部署公司的战略资源来建立可持续的竞争优势，从而更有效地改善其CRM计划。独创性/价值–本文通过考虑CRM的能力观点，开发CRM能力的有效度量模型以及研究重要CRM资源的拥有如何影响CRM能力的有效部署，来解决当前文献中的重大空白。

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