The Dynamism of the Environment — The Impact on Service Company Competitive Advantage from a CRM Dynamic Capabilities Perspective

Pukas Anetta ()
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Pukas Anetta: Department of Marketing, Faculty of Management, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland

Marketing of Scientific and Research Organizations, 2023, vol. 49, issue 3, 101-122

Abstract: Objective To explore the dynamism of the environment and the impact on service company competitive advantage from a customer relationship management (CRM) dynamic capabilities (DCs) perspective. This work also aims to develop a multidimensional conceptualisation of the dynamic environment and propose a theoretical model for analysing the impact of the environment's dynamism on the relationship between dynamic CRM capabilities and competitive advantage. Research Design and Methods Based on the resource-based view (RBV) and dynamic capabilities view (DCV), the method of critical literature analysis was used. Literature sources written in the last two decades were analysed. Findings The result of the literature research became the development of a new conceptualisation of the dynamic environment and its three relevant dimensions, as well as the proposal of constructs in the theoretical model, where the dynamism of the environment plays a moderating role in the relationship between dynamic CRM capabilities and competitive advantage. Implications/Recommendations As implications for further research, empirical verification of the created model and checking the relationship between the constructs should be indicated. Contribution The findings extend the application of RBV and DCV in marketing knowledge. In addition, the model and this study's conclusions direct service firms to develop CRM capabilities that can enhance the company, thereby enabling the building of competitive advantage in a dynamic environment.

Keywords: environmental dynamism; dynamic capabilities; customer relationship management; dynamizm otoczenia; zdolności dynamiczne; zarządzanie relacjami z klientem (search for similar items in EconPapers)
JEL-codes: L8 M20 O10 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:49:y:2023:i:3:p:101-122:n:7

DOI: 10.2478/minib-2023-0017

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