Authors : Sri Ariyani, Ketut Rahyuda, Putu Sukaatmaja and Nyoman Kertiyasa
Abstract: Customer Relationship Marketing (CRM) requires maximum integration for all potential resources of the company and no exception of both internally and externally resources. Theoretically and supported by the results of previous studies show that CRM and organizational culture plays an important role to improve business performance. This study aims to analyze the contribution of cultural variables on the performance of the organization and CRM business in the computer industry in Indonesia. The data used is the cross section data from primary and secondary sources, both quantitative and qualitative. The study design is a mix method using 250 respondents and 10 informants. The results of quantitative design analysis with PLS program shows that a positive influence organizational culture but no significant effect on CRM and business performance; CRM positive and significant impact on the performance of the business; CRM is not capable of being a cultural mediation organizations to improve business performance. This study resulted in three propositions: organizational culture transformation occurs through computer marketing; computer marketing business is largely determined by the quality of resources marketers; marketing business computer using a quota system so that the culture of the organization does not have much effect on business performance. The findings which constitute originilatas this study were: organizational culture was not significant effect on CRM and business performance; CRM is not capable of being a cultural mediation organizations to improve business performance.
Sri Ariyani, Ketut Rahyuda, Putu Sukaatmaja and Nyoman Kertiyasa, 2016. Mediating Role of Customer Relationship Marketing Improve Business Performance Base on Culture Organizations: Case Study on Computer Hardware Industry in Indonesia. International Business Management, 10: 32-37.