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Customer Relationship Management and Business Performance: Do Digital Platform Capabilities Matter?

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Digital Service Delivery in Africa

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

Abstract

Digital transformation is increasingly providing a wide range of business opportunities as well as changing the competition conditions. As a result, firms of varying sizes are integrating digital technologies such as digital platforms, into their strategy to attract new customers, manage customer relationships, create new value and achieve greater performance. This chapter draws on the dynamic capability view to examine how two forms of capabilities, namely, customer relationship management capability and digital platform capability interact to affect business performance. A survey of 103 Nigerian small and medium-sized enterprises was conducted to find evidence of these relationships in an emerging market context. The results of structural equation modelling (SEM-PLS) analysis reveal that digital platform capability has a mediating effect on the relationship between customer relationship management capability and business performance. Therefore, this chapter shows that developing relevant capabilities in today’s digitalised business environments is critical to achieving superior performance.

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Authors and Affiliations

  1. Kedge Business School, Marseille, France

    Jude N. Edeh

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  1. Lagos Business School, Lagos, Nigeria

    Ogechi Adeola

  2. Kedge Business School, Marseilles, France

    Jude N. Edeh

  3. University of Ghana Business School, University of Ghana, Accra, Ghana

    Robert E. Hinson

  4. Durban University of Technology, Durban, South Africa

    Fulufhelo Netswera

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Edeh, J.N. (2022). Customer Relationship Management and Business Performance: Do Digital Platform Capabilities Matter?. In: Adeola, O., Edeh, J.N., Hinson, R.E., Netswera, F. (eds) Digital Service Delivery in Africa. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-83909-3_4

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