The effect of innovative behavior on organizational performance by explaining the mediating role of customer relationship management and competitive advantage in the customers of Snowa refrigerator in Arak city.

The present research was conducted with the aim of investigating the impact of innovative behavior on organizational performance by explaining the mediating role of customer relationship management and competitive advantage in the customers of Snowa refrigerator in Arak city. The method used in this research was a descriptive-survey method and applied in terms of purpose and from the field branch. The statistical population studied was the customers of Snowa refrigerator in the city of Arak, whose number is one of the unlimited communities. Using Cochran's sample size formula, 384 people were selected as a sample by simple random sampling. In this research, the standard questionnaires of Kanter's innovative behavior (1988), Hersey and Goldsmith's organizational performance (1981), Abbasi's customer relationship management (2008) and Lee et al.'s competitive advantage (2006) were used. In order to check the reliability of the questionnaires, Cronbach's alpha was calculated, which indicated the satisfactory reliability of the questionnaires. In order to analyze the data, descriptive statistics including: mean, standard deviation, minimum and maximum score, and structural equations were used in the inferential statistics section using SPSS version 21 and PLS3 software. The results indicate that innovative behavior has a positive and direct effect on organizational performance by explaining the mediating role of customer relationship management and competitive advantage in the customers of Snowa refrigerator in Arak city.