Title: Customer relationship management's linking to export performance: the mediating role of relational capital, in Iran
Authors: Zahra Aminafshar; Ruhollah Bayat; Mohsen Hooshangi
Addresses: Department of Futures Studies, Imam Khomeini International University (IKIU), Noruzian Street, Qazvin, Iran ' Department of Social Science, Imam Khomeini International University (IKIU), Noruzian Street, Qazvin, Iran ' Department of Industrial Management, Allameh Tabatabai University (ATU), Dehkadeh-ye-Olympic, Tehran, Iran
Abstract: Nowadays relational capital and customer play important role in developing gaining competitive advantages, so, the purpose of this study is evaluating CRM on manufacturing firms export performance. The study is an extension of the work linking relational social capital, customer, and firm export performance. In this line we applied relational social capital as a moderating variable between CRM and customer satisfaction, orientation and participation. This research is based on structural equation modelling and the data were collected from 134 manufacturing firms in Qazvin province industrial parks and analysed by partial least square (PLS) method. Empirical results confirm that there is positive impact among CRM and customer satisfaction, orientation, participation. And these three dimensions of customer positively influence export performance. Relational capita has direct positive impact just on customer satisfaction, but the mediator role of relational capital rejected completely. The results help Iranian managers to improve their export performance by developing CRM in their international marketing.
Keywords: export performance; customer orientation; customer relationship management; CRM; customer satisfaction; relational capital; Iran manufacturing firms.
International Journal of Business Information Systems, 2021 Vol.38 No.2, pp.200 - 218
Received: 15 Jun 2018
Accepted: 10 Jan 2019
Published online: 29 Nov 2021 *