The Moderating Effect of Customer Satisfaction on the Link between Customer Relationship Management Dimensions (CRMD) and Organizational Performance in Telecommunications Sector in Sudan

Abstract

Purpose and Questions – This study serves not only to clarify the relationship between CRM dimensions and organizational performance, but also to explain the moderating role of customer satisfaction in this relationship to answer the following questions: What are the CRM dimensions in Sudanese telecommunications companies? To what extent is the CRM dimensions (customer orientation, CRM organization, knowledge management and technology based CRM) could affect organizational performance? Can customer satisfaction moderate the relationship between CRM dimensions (customer orientation, CRM organization, knowledge management and technology based CRM) and organizational performance? Design/methodology/approach – The data collection utilized a quantitative research method. The research questionnaires were distributed to 286 customers.  Descriptive Statistics, factor analysis, ANOVA, multiple regression analysis and hierarchical multiple regression analysis were used to analyze the data collected. Findings – The result of this research showed that the implementation of CRM dimensions is more likely to improve organizational performance, when the company develops customer satisfaction. Research limitations/implications – The identi?cation of CRM dimensions will help telecommunication managers to implement an effective customer relationship management (CRM) that enhances customer satisfaction and organizational performance. Originality/value – The findings of the study contribute enormously to the body of knowledge, as it provides a model to be used for explaining the moderating effect of customer satisfaction on the relationship between CRM four dimensions and organizational performance