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Impact of CRM adoption on organizational performance: Moderating role of technological turbulence

Abid Ullah (Department of Management Sciences, Ghulam Ishaq Khan Institute of Engineering Sciences and Technology, Topi, Pakistan)
Shahid Iqbal (University of the Poonch Rawalakot, Rawalakot, Pakistan)
S.M. Riad Shams (Newcastle Business School, Northumbria University, Newcastle, UK)

Competitiveness Review

ISSN: 1059-5422

Article publication date: 10 January 2020

Issue publication date: 20 January 2020




Customer relationship management (CRM) is instrumental to attain and sustain organizational competitive advantage. Innovation in terms of CRM adoption is the key to gain competitive advantage, and being innovative is dependent on how well organizations know about changing demands of customers and their changing ways to gain access to the market. There is hence a need to develop ongoing empirical insights from diverse management perspectives into the effect of CRM adoption on organizational performance. In this context, the purpose of this study is to develop empirical insights in relation to the moderation of technological turbulence in the banking sector.


Primary data were collected and analyzed from 277 CRM staff-members of the banking sector in Pakistan to test a conceptual model. Frequencies of demographics are calculated with correlation and regression analyses using SPSS. The correlation analysis was performed to identify the direction that exists between the dependent and independent variables, and the regression analysis was performed to study the strength/intensity of the independent variable over the dependent variable. Moderating regression analysis was performed to find the moderation effect of technological turbulence on CRM adoption and organizational performance.


The CRM adoption has a critical positive impact on organizational performance in the settings of business-to-customer (B2C) perspective in the banking sector. Moreover, the results uncover that improved client satisfaction through CRM adoption prompts better organizational performance in the B2C organization. The authors also have found that technological turbulence has a negative guiding impact on the association linking with CRM adoption, as well as organizational performance.

Research limitations/implications

The conceptual model that is proposed in this study and supported by empirical insights offers researchers to develop future research studies on the moderating role of technological turbulence to analyze the influence of CRM adoption on organizational performance.

Practical implications

The empirical insights of this study are valuable for the professionals in the banking sector and other B2C organizations to enrich their organizational performance through CRM adoption while considering the moderating role of technological turbulence.


Based on an empirical study, in support of an original conceptual model, the insights of this paper contribute to the extant literature in the CRM, bank marketing and management, service management, B2C marketing and the emerging economy knowledge streams.



Ullah, A., Iqbal, S. and Shams, S.M.R. (2020), "Impact of CRM adoption on organizational performance: Moderating role of technological turbulence", Competitiveness Review, Vol. 30 No. 1, pp. 59-77.



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