CAUSAL RELATIONSHIP MODEL OF EMPLOYEE RELATIONSHIP MANAGEMENT AND CUSTOMER RELATIONSHIP MANAGEMENT FOR COMPETITIVE ADVANTAGES OF COMPANIES LISTED ON THE MARKET FOR ALTERNATIVE INVESTMENT (MAI)
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Abstract
The purposes of this research aimed to 1) examine the congruence of the causal relationship model and empirical data and 2) analyze the employee relationship management and customer relationship management affected the competitive advantages of companies listed on the Market for Alternative Investment (MAI). Information was collected through 125 questionnaires distributed to companies listed on the Market for Alternative Investment (MAI). The research samples were obtained from stratified random sampling and simple random sampling. Inferential statistics using structure equation modeling (SEM) were used to test hypotheses. The results showed that: (1) the causal relationship modelwas congruent with the empirical data (c2=24.313, df=17, c2/df=1.430, p-value=.111, RMR=.013, GFI=.974, RMSEA=.047 and CFI=.991) (2) the causal relationship between employee relationship management and customer relationship management influences the competitive advantages of companies listed on the Market for Alternative Investment (MAI) with a value of .49 and .39, respectively. This research can be used for SMEs as a guideline for the development of employee relationship management and customer relationship management for competitive advantages.
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