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Sustainability
Volume 15
Issue 12
10.3390/su15129475
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Article

Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role

by
Rima H. Binsaeed
1,
Zahid Yousaf
2,*,
Adriana Grigorescu
3,4,*,
Razvan Ion Chitescu
3,
Abdelmohsen A. Nassani
1 and
Alina Samoila
3
1
Department of Management, College of Business Administration, King Saud University, P.O. Box 71115, Riyadh 11587, Saudi Arabia
2
Higher Education Department, Government College of Management Sciences, Mansehra 21300, Pakistan
3
Department of Public Management, Faculty of Public Administration, National University of Political Studies and Public Administration, Expozitiei Boulevard, 30A, 012104 Bucharest, Romania
4
Academy of Romanian Scientists, Ilfov Street 3, 050094 Bucharest, Romania
*
Authors to whom correspondence should be addressed.
Sustainability 2023, 15(12), 9475; https://doi.org/10.3390/su15129475
Submission received: 22 May 2023 / Revised: 10 June 2023 / Accepted: 11 June 2023 / Published: 13 June 2023
(This article belongs to the Special Issue Sustainable Marketing and Consumer Behavior: Promote the New Digital Economic Development)
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Abstract

This research aims to investigate how customer relationship management capabilities (CRMCs) improve customer engagement and innovation performance. Customer engagement is also tested as a mediator between CRM capabilities and innovation performance. Furthermore, the distrust moderating role was studied towards the relationship between CRMCs and customer engagement. Data were collected from 491 owner/managers of SMEs working in Saudi Arabia. The findings revealed that CRMCs positively predict customer engagement and innovation performance. Customer engagement directly affects innovation performance and acts as a mediator as well. In addition, the findings proved that distrust moderates on the link between CRMCs and customer engagement. This research adds to the marketing management theory and practices and highlighted the role of CRMCs in achieving innovation performance. It explored, considering the data base collected from SME owners and managers, the mechanism of innovation performance achievement through CRMCs and customer engagement. CRMC improvements allow businesses to have sustainable development and a better integration in the market.
Keywords: customer relationship management capabilities; customer engagement; innovation performance; customer distrust customer relationship management capabilities; customer engagement; innovation performance; customer distrust

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MDPI and ACS Style

Binsaeed, R.H.; Yousaf, Z.; Grigorescu, A.; Chitescu, R.I.; Nassani, A.A.; Samoila, A. Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role. Sustainability 2023, 15, 9475. https://doi.org/10.3390/su15129475

AMA Style

Binsaeed RH, Yousaf Z, Grigorescu A, Chitescu RI, Nassani AA, Samoila A. Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role. Sustainability. 2023; 15(12):9475. https://doi.org/10.3390/su15129475

Chicago/Turabian Style

Binsaeed, Rima H., Zahid Yousaf, Adriana Grigorescu, Razvan Ion Chitescu, Abdelmohsen A. Nassani, and Alina Samoila. 2023. "Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role" Sustainability 15, no. 12: 9475. https://doi.org/10.3390/su15129475

APA Style

Binsaeed, R. H., Yousaf, Z., Grigorescu, A., Chitescu, R. I., Nassani, A. A., & Samoila, A. (2023). Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role. Sustainability, 15(12), 9475. https://doi.org/10.3390/su15129475

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