A Study to Measure the Impact of Customer Relationship Management under Organisational Ability, Technology, Knowledge Management, Customer Orientation and Customers

In today's world, Customer Relationship Management is an increasingly critical business growth activity. It's used to manage a company's interaction with its future and existing customers. The role of the CRM approach is to evaluate data on a company's past. It focuses on a way of keeping customers and thus helps sales increase. This improves the business relationship between the company and its customers. The purpose of the present study is to evaluate how the performance of CRM is influenced by technology, organisational efficiency, customer feedback and knowledge management. We try to see how the achievement of CRM affects the performance of an organisation. In order to test the conclusions, Structural Equation Modelling was used. Results revealed that the successes of CRM have been significantly affected by information technology use, the emphasis on the consumer, corporate capability and the management of customer awareness. Eventually, the implications and outcomes of the analysis and future research directions and limitations will be explored