IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON SUSTAINABLE COMPETITIVE ADVANTAGE EXPLORATORY STUDY IN IRAQI AIRWAYS COMPANY
Purpose: The present study seeks to know the relationship and impact between customer relationship management and IAC's sustainable competitive advantage. Problem: The research problem is summarized in the main question (is there an impact of customer relationship management on achieving a sustainable competitive advantage in Iraqi Airways?) Method: The analytical descriptive approach was used by the researcher to achieve the research objective, and the questionnaire was used as a research measure. Based on the organizational structure of IAC, a non-probability sample of 104 management leadership participants was chosen. A set of statistical methods based on SPSS V.25 and AMOS V.25 were used to test the research hypotheses. The findings revealed that customer relationship management is strongly associated with sustainable competitive advantage, implying that the company can strengthen its customer relationships to support its competitive role, giving it strength in responding to threats. It has been demonstrated that when Iraqi Airways' senior management is actively engaged in implementing and achieving customer relationship management for its employees, this adds value and a sustainable competitive advantage. Originality/Value: Clarifying the role of IAC's customer relationship management in achieving sustainable competitive advantage.
Customer relationship management (CRM), sustainable competitive advantage (SCA)