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Article

Innovative CRM and Performance of SMEs: The Moderating Role of Relational Capital

1
Faculty of Technology Management and Business, University Tun Hussein Onn Malaysia, Johor 86400, Malaysia
2
College of Business, University Utara Malaysia, Kedah 06010, Malaysia
*
Author to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2020, 6(4), 155; https://doi.org/10.3390/joitmc6040155
Received: 2 September 2020 / Revised: 27 October 2020 / Accepted: 27 October 2020 / Published: 18 November 2020
(This article belongs to the Special Issue Open Innovation in Micro, Small and Medium-Sized Enterprises)
Customer Relationship Management (CRM) is more than an information tool and plays a critical role in small and medium enterprises (SMEs). The present study explored the moderating effect of relational capital (RC) on the relationship between CRM dimensions and the performance of 284 Yemeni manufacturing SMEs. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was used to test the study’s hypotheses. Results indicate that only three of the CRM dimensions have a significant effect on performance. The moderating effects of relational capital on this relationship were also examined and were found to be significant for only two CRM dimensions: technology-based CRM and CRM organization. Key customer focus and CRM knowledge management had no effect. The findings of this study offer important insights for owners and managers of SMEs, researchers, and policymakers to further understand the effects of relational capital and CRM on SMEs’ performance. SMEs should be encouraged to develop their CRM and relational capital to improve their performance. View Full-Text
Keywords: customer relationship management (CRM); relational capital (RC); Yemeni SMEs; performance customer relationship management (CRM); relational capital (RC); Yemeni SMEs; performance
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MDPI and ACS Style

AlQershi, N.; Mokhtar, S.S.M.; Abas, Z.B. Innovative CRM and Performance of SMEs: The Moderating Role of Relational Capital. J. Open Innov. Technol. Mark. Complex. 2020, 6, 155. https://doi.org/10.3390/joitmc6040155

AMA Style

AlQershi N, Mokhtar SSM, Abas ZB. Innovative CRM and Performance of SMEs: The Moderating Role of Relational Capital. Journal of Open Innovation: Technology, Market, and Complexity. 2020; 6(4):155. https://doi.org/10.3390/joitmc6040155

Chicago/Turabian Style

AlQershi, Nagwan, Sany S.M. Mokhtar, and Zakaria B. Abas 2020. "Innovative CRM and Performance of SMEs: The Moderating Role of Relational Capital" Journal of Open Innovation: Technology, Market, and Complexity 6, no. 4: 155. https://doi.org/10.3390/joitmc6040155

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