The impact of digitized customer behaviors on performance: The mediating and the moderating role of digitized CRM
Sura I. Al-Ayed, Ahmad Adnan Al-Tit
Abstract
The aim of this study is to explore the effect of digitized customer behavior on performance in the presence of digitized CRM as a mediating and a moderating variable. Research data was gathered using an online questionnaire completed by a convenience sample of marketing employees in service companies. The questionnaire was designed using a five-point Liker scale. The results showed that digitized customer behavior had a significant effect on performance, digitized CRM played a significant mediating role between digitized customer behavior and performance while had no significant moderating part in such an effect. Consequently, it was concluded that for companies to lift their performance, a digitized CRM program is a key prerequisite. This study contributes to the extant literature through highlighting the importance of digitized CRM for performance enhancement. Scholars and practitioners are required to consider the effects of digitized CRM on organizational outcomes.