Customer Relationship Management in an Era of Digital Disruption and Business Model Evolution

This research is grounded on the conceptualization of CRM as a collection of technology solutions that play a pivotal role in effective company management. The current work aims to elucidate and establish the significance of the advantages associated with CRM, as previously emphasized in relevant literature, in relation to achieving business success. Existing sustainable studies are of special importance in this setting because they provide a model of practical inquiry into the positive effects of CRM practices across the 3D of sustainability (environmental, social, and economic). Once our predictions are confirmed, the following model`s validation will enhance our comprehension of how CRM-related advantages might amplify the beneficial influence of its conditions on each sustainability dimension. CRM may be seen as a kind of Green IT, focused on facilitating modern transformation and promoting the development of sustainable business models. This research model has the potential to serve as a foundational framework for a more targeted approach aimed at quantifying the effects and advantages of using CRM. We argue that this encompasses models of sustainable innovation and business.