1Lahore Business School, The University of Lahore, Pakistan. rizwan.ali1@lbs.uol.edu.pk
2Xi'an Jioatong University, China. shahidali24@hotmail.com
3Liaoning Technical University, China. muneeb452@yahoo.com
4M. Phil, University of Southern Punjab, Pakistan. zaf784@yahoo.com
This study was conducted, to examine the impact of CRM capability dimensions, on organizational performance. The study identified four customer relationship management capability dimensions, which play a significant role in an organization. Data were collected through employees of telecom sector. The sample size was 250 employees. Convenience sampling was used. The Cronbach's Alpha was applied to test the reliability of questions. The descriptive technique was used, to analyse the perception of respondents, which was gathered through the administration of survey questionnaire. This study could help companies to improve the organizational performance. Developing long term relationship with customers could help in improving financial performance of the company or an organization. The result indicated that there was no impact of customer orientation and CRM technology on organizational performance while CRM process and CRM organization reported significant impact on organizational performance.
Organizational Performance, Customer Relationship Management, Customer Orientation and CRM Technology
