What does this research mean for the field?

Customer relationship management (CRM) mediates the impact of customer orientation and innovation on marketing performance. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

The aim is to examine the relationship between customer orientation, innovation, and marketing performance, focusing on the mediating role of CRM.

June 5, 2026Open Access

Customer orientation, innovation on marketing performance with CRM as a mediator

Key Points

The aim is to examine the relationship between customer orientation, innovation, and marketing performance, focusing on the mediating role of CRM.
Survey conducted with business professionals to gather data on customer orientation and innovation.
Statistical analysis performed to determine the relationship between variables and the role of CRM as a mediator.
Positive correlation found between customer orientation and marketing performance.
Innovation significantly impacts marketing performance, mediated by CRM.

Abstract

Inderscience is a global company, a dynamic leading independent journal publisher disseminates the latest research across the broad fields of science, engineering and technology; management, public and business administration; environment, ecological economics and sustainable development; computing, ICT and internet/web services, and related areas.

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