Impact of Strategic CRM, Operational CRM and Analytical CRM on Innovation Capability
Many organizations today use CRM systems. When a company uses CRM, it develops various organizational capabilities, one of which is innovation. Therefore, the purpose of this article is to investigate the impact of CRM types, ie strategic CRM, operational CRM and analytical CRM on innovation capability. This research is a descriptive-survey research in terms of method and strategy. The questionnaire was distributed among 180 sample members of the statistical population, including all employees of the sales department of factories and production and service companies located in the large industrial town of Shiraz, who were selected by simple random sampling. Data collection tool was a standard questionnaire whose validity and reliability were assessed and confirmed. The collected data were analyzed by SPSS24 and SMART PLS3 software. The results showed a positive and significant effect of strategic CRM, operational CRM and analytical CRM on innovation capability.
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