THE INFLUENCE OF E-CRM AND CUSTOMER KNOWLEDGE SHARING CAPACITY ON MARKETING PERFORMANCE; THE MEDIATING ROLE OF PRODUCT INNOVATIVENESS DEVELOPMENT (SME'S)

Abstract

This study attempts to present a picture of marketing performance of SME’s. The aim of this study to test the impact of electronic customer relationship management and customer knowledge sharing capacity on small and medium size enterprises marketing performance through product innovativeness development. The purpose of this study to analyze the relationship between e-CRM and customer knowledge sharing capacity and marketing performance. This study has conduct on small and medium enterprises province of Punjab, Pakistan. The design of this research will use quantitative research design. The data collection employed survey method with questionnaires distributed to 300 respondents. The respondents are owners and managers of SME’s in Punjab. The data analysis technique is used SPSS and Amos. The findings of this study has revealed that mediation of product innovativeness has play a key role to enhance the marketing performance of SME’s.