Impact of Customer Relationship Management (CRM) on Organizational Performance (A Study of Pakistan Tobacco Company)

Abstract

This study investigates the impact of customer relationship management techniques like customer orientation, training orientation and top management support on the organizational performance, where there of them are independent variables and one is dependent Variable. So we conducted survey structured questionnaire on the basis of Likert scale with 5 items through Google Forms and WhatsApp link distributed to the employees of the Pakistan tobacco company, which total sample size 265 and study is cross-sectional. On the basis of responses, we run the reliability test, descriptive frequencies, correlation, and regression analysis, is the three of hypothesis are accepted or the shows the questionnaire authenticity. Based on the findings this study proves that all hypothesis are accepted and strongly correlated. High reliability predicts the accuracy of questionnaire.