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    The impact of organizational communication network on CRM performance: The mediating role of knowledge base
    (İstanbul Gedik Üniversitesi, 2022) Al-shayeb, Rama; Toptaş, Metin
    This paper seeks to study the impact of in-firm organizational communication networks on CRM performance with Knowledge Base as a mediator in the Kingdom of Saudi Arabia (K.S.A). Using a convincing sample of 88 businesses of middle large-sized international businesses in the K.S.A. The common factor among the participating businesses is adopting an ongoing CRM program. Accordingly, a model was tested to define the direct and indirect impact of organizational communication networks on CRM initiatives in the businesses involved. The Knowledge Base, which consists of worker knowledge and manager knowledge, was treated as a mediator in this model. The data collection was an online survey (Questionnaire based on a 7-point Likert-type scale) provide in two languages (Arabic and English). We sent the questionnaires to upper-hand managers who usually have the most complete vision of the firm’s CRM strategies, such as CEOs, general managers, vice general managers, marketing managers, and IT managers. The sample size with a total sample size of 88 businesses in Saudi Arabia. Hence, after conducting a linear regression analysis via SPSS, a strong direct impact of communications networks in the involved organizations on CRM initiatives was detected. Also, using an add-on PROCESS V4, the knowledge base successfully mediated this model's relationship between the predictor (communication networks) and the outcome (CRM). Generally, the results suggested that a sufficient and effective communication network plays a major role in the impact on the total performance of CRM systems. Moreover, based on my literature review, there are no studies about the relation between in-firm communication networks and knowledge base, and how they, eventually, contribute to enhancing organizational performance in the scoop of customer relationships management in Saudi Arabia. A major contributor to this model is to study of the direct effect of communication networks on worker and manager knowledge and how it improves their total efficiency. The major findings of this research have, nearly, meet up with previous findings on these topics.