Decoding the impact of sustainable customer relationship management on sustainable competitive advantage with the mediating role of perceived relationship quality and moderating role of relational capital
Subject Areas : تقویت رفتارهای مثبت عمومی: بازاریابی اجتماعی
Sina Tayebi
1
(Master of Business Administration, Ghazali University, Qazvin, Iran. )
Rasool Rezaei
2
(Department of Industrial Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Keywords: customer relationship management, sustainability, sustainable competitive advantage, relational capital, perceived relationship quality.,
Abstract :
Today, achieving sustainable competitive advantage (SCA) is crucial for life insurance service providers. Sustainable customer relationship management (SCRM) strategy and building quality relationships with customers as companies' assets are deemed suitable ways for growth, advancement, and increasing the value of insurance companies. Based on this premise, this research aims to decode the impact of sustainable customer relationship management (SCRM) on sustainable competitive advantage (SCA) with the mediating role of perceived relationship quality and the moderating role of relational capital in the life insurance industry. This study, due to its practical objective and data collection approach, falls into the category of descriptive-survey research. The statistical population includes representatives, policyholders, and branches of MA insurance company in Tehran. A multi-stage cluster sampling method was employed, and 368 customers were selected as the study sample. Data analysis and hypothesis testing were conducted using SPSS version 26 and SmartPLS version 3 software. The research findings indicate the significant influence of sustainable CRM on perceived relationship quality and sustainable competitive advantage. Perceived relationship quality positively affects sustainable competitive advantage and acts as a mediator between sustainable CRM and sustainable competitive advantage. Relational capital cannot moderate the effect of sustainable CRM on relationship quality; however, it significantly moderates and enhances the impact of sustainable CRM on sustainable competitive advantage. Additionally, the impact of relationship quality on sustainable competitive advantage in the life insurance industry is moderated and strengthened by relational capital.
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