Customer Relationship Management and its Impact on Competitive Advantage: A Field Study in AXA Commercial Group of Companies in the Kingdom of Saudi Arabia

Abstract

This study aimed to assess the impact of customer relationship management with its dimensions -technology-based customer relations, quick response, customer knowledge management, trust in customer interactions and organization of the management of customer relationship- on the competitive advantage with its dimensions, which include creativity, cost, quality and flexibility in AXA Groups of Companies in the Kingdom of Saudi Arabia from the customers’ perspectives. The study used the descriptive analytical method, and a questionnaire for data collection. The study population was the customers of the AXA Group.  The sample consisted of (400) individuals, which was selected by the convenient sampling method, due to the lack of a total number of the study population (the company's customers). The data was processed using the SPSS by which a set of descriptive and inferential statistical procedures were employed to assess the study objectives and hypotheses. The study results revealed that a high level of attention was paid in AXA Group of Companies to achieve the competitive advantage, covering all its dimensions. There was also a high level of practicing customer relationship management with all its dimensions. The results also showed a positive impact of customer relationship management in achieving the competitive advantage. The study concluded with a number of recommendations, including paying more attention to the level of achieving the competitive advantage with all its dimensions in AXA Companies, particularly the creativity dimension which has more impact than other dimensions. AXA Companies are also recommended to pay more attention to practicing customer relationship management in a dynamic and complete way so as to achieve the competitive advantage.