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

Abstract

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.

Comparative Study on Workforce Transformation Strategy and SME Policies in Indonesia and Malaysia

“…Small and medium enterprises (SMEs) are the backbone of a resilient national economy in increasing domestic ultimatums (Hashim, 2015;Azam et al, 2023;Costa Melo et al, 2023;Nuryakin et al, 2022). In developing countries, SMEs play an important role due to the potential to increase income distribution and job creation, reduce poverty and export growth, and develop entrepreneurship, industry, and rural economics (Tambunan, 2008;Karmaker et al, 2023;Skare et al, 2023).…”