The Impact of Customer Relationship Management Practices on Achieving Competitive Advantage: A Field Study in Jordanian Insurance Companies

This study aimed to demonstrate the impact of Customer Relationship Management (CRM), along with its dimensions (culture, process, individuals, and customer value), on achieving competitive advantage in Jordanian insurance companies from the employees' perspective. The study relied on a questionnaire to collect data from the sample, which consisted of 28 Jordanian insurance companies and a total of 207 employees. After distributing and collecting the forms, the statistical analysis program SPSS was used to conduct linear regression analysis. The study presented a theoretical framework illustrating the significance of CRM and its dimensions in achieving competitive advantage for Jordanian insurance companies. The study concluded that greater attention should be given to CRM and to employees' awareness of its impact on relationship management in achieving competitive advantage. The study recommended that further emphasis be placed on customer relationship management and its link to competitive advantage.