The Impact of Customer Relationship Management On The Sustainable Development of Enterprises

Research background: One of the most important dimensions that affects the organization's behavior towards its external environment is Customer Relationship Management (CRM). Purpose: The main objective of this article is to examine whether customer relationship management positively impacts sustainable development in enterprises in the SME sector. Research Methodology: the study was conducted among enterprises from the SME sector in Poland. In the field of research, the electronic questionnaire technique (Google Forms) was used. Partial square inclusion equation (PLS) structural modeling was used to analyze the data. Results: The ability of enterprises to achieve the desired result toward customer relationship management influences the development of enterprises toward sustainable development. Novelty: Compared to previous studies, this article contains significant novelties. First, the measure of customer relationship management and sustainable development was analyzed. Secondly, the contribution of CRM to sustainable development is shown. The article is a contribution to further research, as it formulates selective conclusions from empirical research.