Customer relationship management and company performance-the mediating role of new product performance

Abstract

Customer Relationship Management (CRM) is widely accepted as an effective approach for collecting, analyzing, and translating valuable customer information into managerial action. However, the potential of CRM has been investigated only in the context of existing products. CRM's potential to aid in future new product development (NPD) has been neglected. We develop a conceptual framework in which multiple facets of CRM are linked to new product and company performance. We test this model based on a cross-functional sample consisting of 115 R&D and 122 Marketing managers from firms spanning multiple industries. The results provide evidence that CRM has a positive effect on new product performance and further, that this effect is moderated by CRM reward systems but not CRM technology. We also show that new product performance mediates the relationship between CRM and company performance. These findings have important implications for research and practice in both the CRM and NPD areas. © 2010 Academy of Marketing Science.