Bridging Organizational Learning Capability and Firm Performance through Customer Relationship Management

Abstract

Management scholars and practitioners became increasingly concerned about the effective management of customer relationships since the recent emergence of customer relationship management (CRM) and the relevant software industry in the late 1990s. This study is driven by the urge to explore the potential mechanisms to leverage and actualize this promising approach – CRM, efficiently as a performance generator for firms following recent research directions. In the light of these arguments in this study, a unified framework where OLC is proposed as an organizational process linking CRM to performance is developed and empirically tested among 103 organizations in the banking sector in Turkey.