The Impact of CRM on Innovation Capabilities: A Study on Industries of Pakistan

ERN: Management of Technological Innovation & R&D in Developing Economies (Topic) Pub Date : 2019-08-31 DOI:10.18034/AJTP.V5I3.1129

F. Ahmed, D. Siddiqui

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引用次数: 1

Abstract

The purpose of this research is to determine the impact of CRM on innovative capabilities where the comparative study has been conducted between the services and manufacturing industries in Pakistan. For this purpose, the factors affecting CRM include information sharing, customer involvement, long-term partnership, joint problem solving, and technology based CRM while for measuring the innovative capabilities, product innovation, process innovation, and service innovation has been used. The data collected from 60 employees working in different service and manufacturing firms in Karachi. The results show that there is a significant impact on customer involvement, joint problem solving and technology based CRM on innovation capabilities of firms. It is suggested to refrain from customer involvement because it is observed that involving the customers negatively influences the innovation capabilities of manufacturing industry and thus, it has been recommended for companies to abstain from drawing in customers. The research also suggests adding supplier integration to form more effective innovations programs.

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客户关系管理对创新能力的影响:基于巴基斯坦产业的研究

本研究的目的是确定客户关系管理对创新能力的影响，在巴基斯坦的服务业和制造业之间进行了比较研究。为此，影响CRM的因素包括信息共享、客户参与、长期伙伴关系、共同解决问题和基于技术的CRM，而衡量创新能力的因素则包括产品创新、流程创新和服务创新。这些数据是从卡拉奇不同服务和制造公司的60名员工中收集的。结果表明，客户参与、共同解决问题和基于技术的CRM对企业创新能力有显著影响。建议避免客户参与，因为观察到客户参与会对制造业的创新能力产生负面影响，因此建议公司避免吸引客户。该研究还建议增加供应商整合以形成更有效的创新计划。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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ERN: Management of Technological Innovation & R&D in Developing Economies (Topic)

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