Title: Investigating the moderated mediation effect on customer relationship management and customer acquisition

Authors: Subhasish Das; Manit Mishra; Prasanta Kumar Mohanty

Addresses: Centurion University of Technology and Management, Ramchandrapur, Jatni, Bhubaneswar, Khurda, PIN-752050, Odisha, India ' International Management Institute, IDCO Plot No. 1, Gothapatna, Malipada, Bhubaneswar, Khurda, PIN-751003, Odisha, India ' Centurion University of Technology and Management, Ramchandrapur, Jatni, Bhubaneswar, Khurda, PIN-752050, Odisha, India

Abstract: The study examines the moderated mediation effect of employee's experience on customer relationship management (CRM) and customer acquisition (CA) through job satisfaction. This study is based on the Gartner's frameworks for successful CRM. It provides empirical evidence on the positive influence of CRM on CA and then tests the moderated mediation effect. The participants in the study are employees of selected retail stores. More than 300 employees answered the questionnaire, but only 284 responses were complete in all aspects, so the number of participants in the study is 284. The study finds that the CRM strategy has a significant influence on CA with a standardised regression weight of 0.12. The study concludes that the employee's experience is moderating the relationship between CRM and CA through employee's job satisfaction. It also provides information on what and how CRM can be practiced in the real world.

Keywords: customer relationship management; CRM; Gartner's CRM practices; customer acquisition; measurement model; structural model; moderated mediation.

DOI: 10.1504/IJECRM.2019.104022

International Journal of Electronic Customer Relationship Management, 2019 Vol.12 No.2, pp.167 - 190

Received: 14 May 2019
Accepted: 17 Sep 2019
Published online: 06 Dec 2019 *

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