Trif, Simona-Mihaela; Tuleu, Daniela-Liliana - 2019
potential source of competitive advantage is customer relationship management (CRM) capabilities. The main contribution of this … paper is that we proposed and tested a research model that includes one antecedent and two consequences of CRM capabilities … investigate how customer relationship orientation (CRO) influences the three dimensions of CRM capabilities, and furthermore, how …
