The Impact of Promotional Strategies and Customer Relationship Management on Competitive Advantage and Marketing Performance: Moderating Role of Organizational Commitment

Abstract

Marketing performance has become a foremost element that could be achieve through competitive advantage and this aspect required the emphasis of recent studies. Thus, the present article examines the impact of promotional strategies and customer relationship management (CRM) on the marketing performance of manufacturing sector in China. The study also examines the mediating role of competitive advantage (CA) among promotional strategies, CRM and marketing performance and also examines the moderating role of organizational commitment (OC) among CA and marketing performance. The article used the surveys to gather the primary data from the employees. The article also used smart-PLS to check the nexus between the understudy variables. The results revealed that the promotional strategies and CRM have a positive association with marketing performance. The outcomes also revealed that CA significantly mediates and OC significantly moderates among variables. The article guides the regulators in making regulations related to enhance the marketing performance using effective promotional strategies and CRM.