Customer Relationship Management and Its Impact on Achieving Competitive Advantage A Field Study at Rafidain Bank

Abstract

The research aims to determine the impact of customer relationship management on competitive advantage. It consists of two variables: the independent variable, customer relationship management, which consists of four dimensions (focus on key customers, organization around customer relationship management, knowledge management, integration of customer relationship-based technology), and the dependent variable, competitive advantage, which consists of four dimensions (cost, flexibility, speed of delivery, and innovation). Its importance lies in the fact that it encompasses one of the most important topics in the field of contemporary organizational management in general and in the field of marketing in particular. The research community is represented by Rafidain Bank in Baghdad. The analytical survey method was adopted to achieve the research objectives, as the random sample amounted to 164 employees. A questionnaire was developed as a data collection tool consisting of 32 items. Statistical software, represented by SPSS, was used to process the data collected from the research area and test the validity of the hypothesis. The research reached a set of results, the most important of which is the existence of an influential relationship between the two research variables. Based on these results, a set of recommendations were presented.