asic Principles of Personality Building in the Light of Qur'an and Sunnah

تعمیرِ شخصیت کے بنیادی اصول قرآن و سنت کی روشنی میں

Abstract

Companies have reacted to the apparent opportunities and threats of globalization through various global production practices that have increased supply chain complexity and various risks. In this complex situation delighted customers are backbone of the firm. To fulfill customer expectation and to enhance market and financial performance firms seek competitive capabilities. How firm knows that our customers are delighted they have started CRM practices to in order to interact with current and future customers. In a situation, The impact of CRM capability on firm performance is required to be investigated with mediation of SCI and SCMC. Based on 132 respondents cross sectional primary data about SCI and SCMC the results shows that SCMC impact the firm performance more than SCI. The result shows the partial and perfect mediation among study variables. This study makes some important contributions in existing literature of customer relationship and supply chain, by empirically testing the mediating role of SCI and SCMC between the relationship of CRM capability  and firm performance. Managerial implications along with future directions are offered.

key words: CRM, Supply chain, firm performance,