| dc.description.abstract | The firm's capability of managing customer relationship has been playing a pivotal role in today's business operations. This study investigates the effects of CRM capabilities (customer interaction management capability, customer upgrading capability and customer win-back capability) on firm competitive advantage and market performance. Using a quantitative research design, data were collected form emloyees/managements in Marketing & Sales or Business Development departments from various businesses operating in Ho Chi Minh City with 256 valid responses. Then, this thesis utilized Structural Equation Modelling (SEM) to test our hypotheses and analyze our date. The findings validate the essential function of CRM capabilities in boosting business competitiveness and market performance. Specifically, capabilities like Customer Interaction Management, Customer Relationship Upgrading and Customer Win-back all demonstrated positive and significant effects on firm competitive advantage, which subsequently influenced market performance substantially. This research will expand the existing reservoir of CRM's knowledge by focusing on the direct and indirect relationships between CRM capabilities, firm competitive advantage, and market performance in an flux environment. For practitioners, the study provides actionable insights into enhancing CRM capabilities. While the research has some limitations, it lays the foundation for future research, suggesting investigation of potential moderating pr mediating roles of strategic variables and replication of the study in different geographical and industry contexts. | en_US |
