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Why does environmental uncertainty have a moderating effect on marketing performance? A comparative analysis of Indonesian and Thai service industries

Nuryakin, Fatmawat Indah, Siriyota Kumpanat

Engineering Management in Production and Services

2022

Vol. 14, no. 3

57--67

This study examined CRM’s effect on marketing performance and customer focus strategies. It also investigates the moderating role of environmental uncertainty in the relationship between CRM and customer focus on marketing performance. A quantitative research approach was used with a sample of the service industry in two countries, Indonesia and Thailand. The analysis unit was the manager responsible for customer relations. The number of examined surveys amounted to 406, with a distribution of 200 respondents from Thailand and 206 — from Indonesia. The purposive sampling approach was used. The study results indicated that CRM had a positive effect on marketing performance and customer focus. The latter positively affected marketing performance. The study also found that environmental uncertainty strengthened the relationship between CRM and the customer focus on marketing.