Mixed Signals: Exploring the Consistent and Unexpected effects of Job Related Factors and Intrinsic Job Satisfaction on CRM Capabilities in Telecommunication Firms
DOI:
https://doi.org/10.47067/ramss.v8i3.546Keywords:
CRM capabilities (CRMC), intrinsic job satisfaction (IJS), person-job fit (PJ fit), professional fit (PR fit), role conflict (RC), role ambiguity (RA), telecom sectorAbstract
Customer relationship management (CRM) plays a central role in creating and sustaining customer relations and for telecommunication companies, it is considered a critical success factor. As telecommunication firms operate in dynamic environments around the globe, so scholarly contributions are needed to guide telecommunication companies in their policy making. Past research is available on CRM capabilities but there have been significant research gaps. This study aimed to fill those gaps and investigated the impact of job-related factors namely person-job fit, professional fit, role conflict and role ambiguity on CRM capabilities with intrinsic job satisfaction as a mediator. This was cross-sectional study and collected data (using questionnaires) from employees working in mobile telecommunication companies in Pakistan. Based on 145 responses, this study concludes that intrinsic job satisfaction significantly mediates between role ambiguity, role conflict, professional fit, and CRM capabilities. This research confirms established patterns for two job related factors, yet uncovers unexpected dynamics in the other two, offering fresh perspectives and prompting deeper inquiry. The professional fit significantly and positively affects intrinsic job satisfaction and CRM capabilities, while person-job fit does not. Role ambiguity and role conflict are related to intrinsic job satisfaction in different ways as they impact it differently. This research draws its hypotheses and contributes to theories including Herzberg two factor theory, role theory and self-determination theory. This research guides telecommunication companies in their policy making regarding how to build CRM capabilities through recognizing the differential role of job related factors and using them for the purpose.
References
Abbas, F., Adil, M.S., & Rehman, A.A. (2024). Best HRM practices or context-specific HRM practices: Evidence from the telecommunications sector of Pakistan. Journal of Management and Research, 11(1), 01-32. https://doi.org/10.29145/jmr.111.01
Ahearne, M., Rapp, A., Mariadoss, B.J., & Ganesan, S. (2012). Challenges of CRM implementation in business-to-business markets: A contingency perspective. Journal of Personal Selling & Sales Management, 32(1), 117–129. https://doi.org/10.2753/PSS0885-3134320110
Ahmad, J., Zahid, S., Wahid, F.F., & Ali, S. (2021). Impact of role conflict and role ambiguity on job satisfaction the mediating effect of job stress and moderating effect of Islamic work ethics. European Journal of Business and Management Research, 6(4), 41-50. https:// doi.org/10.24018/ejbmr.2021.6.4.895
Akmal, M., & Mehmood, K.K. (2022). The influence of person job fit on innovative work behavior through intrinsic motivation and creative self-efficacy. Bulletin of Business and Economics, 11(2), 331-341. https://doi.org/10.5281/zenodo.6720499
Al Kurdi, B., Alshurideh, M., & Alnaser, A. (2020). The impact of employee satisfaction on customer satisfaction: Theoretical and empirical underpinning. Management Science Letters, 10(15), 3561-3570. http://dx.doi.org/10.5267/j.msl.2020.6.038
Ali, R., Ali, S., Ahmad, M., & Nazish, Z. (2019). Impact of CRM capability dimensions on organizational performance. SMART Journal of Business Management Studies, 15(2), 80-88. http://dx.doi.org/10.5958/2321-2012.2019.00017.4
Alqhaiwi, Z.O., Koburtay, T., & Karatepe, O.M. (2023). Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior. Journal of Services Marketing, 37(9), 1186-1200. https://doi.org/10.1108/JSM-04-2023-0154
Andari, A. (2023). The importance of role ambiguity and role conflict in completing employee job satisfaction. International Journal of Management Research and Economics, 1(2), 118-136. http://dx.doi.org/10.54066/ijmre-itb.v1i2.780
Aung, T.H., Mon, T.R., & Bhaumik, A. (2024). The impact of business intelligence on customer relationship management in the banking sector: A financial analysis. Advancement in Management and Technology (AMT), 4(4), 1-11. https://doi.org/10.46977/apjmt.2024.v04i04.001
Beatty, C.A. (1986). The implementation of technological change: A field study of computer aided design. (Unpublished Doctoral Dissertation). University of Western Ontario, London.
Budur, T., & Poturak, M. (2021). Employee performance and customer loyalty: Mediation effect of customer satisfaction. Middle East Journal of Management, 8(5), 453-474. https://doi.org/10.1504/MEJM.2021.117510
Cengiz, A., Yoder, L.H., & Danesh, V. (2021). A concept analysis of role ambiguity experienced by hospital nurses providing bedside nursing care. Nursing & Health Sciences, 23(4), 807-817. https://doi.org/10.1111/nhs.12888
Chen, I.J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672-688. https://doi.org/10.1108/14637150310496758
Coltman, T., Devinney, T.M., & Midgley, D.F. (2011). Customer relationship management and firm performance. Journal of Information Technology, 26(3), 205-219. https://doi.org/10.1057/jit.2010.39
Dayan, O., & Arnolds, C.A. (2012). The influence of new product launching strategies on CRM success: An exploratory study. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 21(1), 2-17.
Deci, E. L., & Ryan, R.M. (2012). Self-Determination theory. In P.A.M. Van Lange, A.W. Kruglanski, & E.T. Higgins (Eds.), Handbook of theories of social psychology (pp. 416-437, Vol. 1). Thousand Oaks, CA: Sage.
https://doi.org/10.4135/9781446249215.n21
Din, M.U., Mangla, I.U., & Jamil, M. (2016). Public policy, innovation and economic growth: An economic and technological perspective on Pakistan’s telecom industry. The Lahore Journal of Economics, 21 (SE-September 2016), 369–391.
Ebbers, J.J., & Wijnberg, N.M. (2017). Betwixt and between: Role conflict, role ambiguity and role definition in project-based dual-leadership structures. Human Relations, 70(11), 1342-1365. https://doi.org/10.1177/0018726717692852
Edwards, J.R., & Shipp, A.J. (2007). The relationship between person–environment fit and outcomes: An integrative theoretical framework. In C. Ostroff & T.A. Judge (Eds.), Perspectives on organizational fit (pp. 209-258). San Francisco: Jossey-Bass.
Enyinda, C.I., Blankson, C., Cao, G., & Enyinda, I.E. (2023). Why cannot we all just get along? Resolving customer-focused team interface conflicts in a B2B firm leveraging AHP-based multi-criteria decision-making. Journal of Business & Industrial Marketing, 38(3), 568-592. https://doi.org/10.1108/JBIM-02-2021-0104
Erdogan, B., & Bauer, T.N. (2005). Enhancing career benefits of employee proactive personality: The role of fit with jobs and organizations. Personnel Psychology, 58(4), 859–891. https://doi.org/10.1111/j.1744-6570.2005.00772.x
Fan, Y.W., & Ku, E. (2010). Customer focus, service process fit and customer relationship management profitability: The effect of knowledge sharing. The Service Industries Journal, 30(2), 203–223. https://doi.org/10.1080/02642060802120141
Fernando, E., Sutomo, R., Prabowo, Y.D., Gatc, J., & Winanti, W. (2023). Exploring customer relationship management: Trends, challenges, and innovations. Journal of Information Systems and Informatics, 5(3), 984-1001. https://doi.org/10.51519/journalisi.v5i3.541
Fornell, C., & Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.2307/3150980
Garson, G. (2016). Partial least squares: Regression and structural equation models. USA: Statistical Publishing Associates.
Hair, J.F. Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) an emerging tool in business research. European Business Review, 26(2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Herzberg, F., Mausner, B., & Snyderman, B. (1959). The motivation to work. NY: John Wiley.
Homayed, A., Karkoulian, S., & Srour, F.J. (2025). Wait! What’s my job? Role ambiguity and role conflict as predictors of commitment among faculty. Journal of Applied Research in Higher Education, 17(2), 706-718. https://doi.org/10.1108/JARHE-11-2023-0549
Hussein, A.F.F., & Al-Mamary, Y.H.S. (2019). Conflicts: Their types, and their negative and positive effects on organizations. International journal of scientific & technology research, 8(8), 10-13.
Imenda, M. (2024). Assessing the effect of customer relationship management on competitive advantage in the mobile network provider industry. Available at SSRN: https://ssrn.com/abstract=4822578. http://dx.doi.org/10.2139/ssrn.4822578
Irfan, M., Indradewa, R., Syah, T.Y.R., & Fajarwati, D. (2021). The impact of role conflict and work environment on job satisfaction and employee performance. AIJBM, 4(09), 68–74.
Johnson, D.W., Johnson, R.T., & Tjosvold, D. (2006). Constructive controversy: The value of intellectual opposition. In M. Deutsch, P. T. Coleman, & E. C. Marcus, The handbook of conflict resolution: Theory and practice (2nd ed.), Chapter three, pp. 69-91.
Katou, A.A., & Budhwar, P.S. (2010). Causal relationship between HRM policies and organisational performance: Evidence from the Greek manufacturing sector. European Management Journal, 28(1), 25-39. https://doi.org/10.1016/j.emj.2009.06.001
Koeneman, S.M. (2019). Desirable and feasible job duties of salespeople Post-CRM: Qualitative modified Delphi study. (Doctoral dissertation). University of Phoenix, United States.
Kristof?Brown, A.L., Zimmerman, R.D., & Johnson, E.C. (2005). Consequences of individuals' fit at work: A meta?analysis of person–job, person–organization, person–group, and person–supervisor fit. Personnel Psychology, 58(2), 281-342. https://psycnet.apa.org/doi/10.1111/j.1744-6570.2005.00672.x
Kumar, P., Sharma, S.K., & Dutot, V. (2023). Artificial intelligence (AI)-enabled CRM capability in healthcare: The impact on service innovation. International Journal of Information Management, 69, 102598. https://doi.org/10.1016/j.ijinfomgt.2022.102598
Liu, C., & Huang, Z. (2024). Can customer relationship management help to boost sustainable customer relationships with young customers? A case study of Skurups Sparbank through a qualitative approach. (Master Thesis). Lund University, Sweden.
Maden-Eyiusta, C. (2021). Role conflict, role ambiguity, and proactive behaviors: Does flexible role orientation moderate the mediating impact of engagement? The International Journal of Human Resource Management, 32(13), 2829-2855. https://doi.org/10.1080/09585192.2019.1616590
Manzoor, F., Wei, L., & Asif, M. (2021). Intrinsic rewards and employee's performance with the mediating mechanism of employee's motivation. Frontiers in Psychology, 12, 563–570. https://doi.org/10.3389/fpsyg.2021.563070
Martins, H., & Proença, T. (2012). Minnesota satisfaction questionnaire–psychometric properties and validation in a population of Portuguese hospital workers. FEP Journal–Economics & Management: Working Paper, 471(1), 1-23.
Maskey, R., Fei, J., & Nguyen, H.O. (2018). Use of exploratory factor analysis in maritime research. The Asian Journal of Shipping and Logistics, 34(2), 91-111. doi:10.1016/j.ajsl.2018.06.006
Odionu, C.S., Bristol-Alagbariya, B., & Okon, R. (2024). Big data analytics for customer relationship management: Enhancing engagement and retention strategies. International Journal of Scholarly Research in Science and Technology, 5(2), 050-067. http://dx.doi.org/10.56781/ijsrst.2024.5.2.0039
Pakistan Telecommunication Authority. (2024). Annual report 2024. Islamabad: PTA. Retrieved from https://www.pta.gov.pk/assets/media/2024-12-16-pta_annual_report.pdf
Park, G., & Lee, S.K. (2021). Influence of consultant job competency and CRM on partnership. Turkish Online Journal of Qualitative Inquiry, 12(3), 3332–3341.
Rizzo, J.R., House, R.J., & Lirtzman, S.I. (1970). Role conflict and ambiguity in complex organizations. Administrative Science Quarterly, 15(2), 150–163. https://doi.org/10.2307/2391486
Rodgers, C.A. (2000). Person-job fit and person-organization fit as components of job seeking. Theses Digitization Project. 1608. https://scholarworks.lib.csusb.edu/etd-project/1608
Shah, S., & Ayub, M. (2021). The impact of person-job fit, person-organization fit on job satisfaction. Journal of Entrepreneurship, Management, and Innovation, 3(1), 57-76. http://dx.doi.org/10.52633/jemi.v3i1.51
Shahbaz, M., Gao, C., Zhai, L., Shahzad, F., Luqman, A., & Zahid, R. (2021). Impact of big data analytics on sales performance in pharmaceutical organizations: The role of customer relationship management capabilities. PLOS One, 16(4), e0250229. https://doi.org/10.1371/journal.pone.0250229
Silvia, M., Hadi, S., & Kurniawan, I.S. (2025, February). The role of role overload, role conflict, and role ambiguity in job stress. In the fourth International Conference on Government Education Management and Tourism (Vol. 4, pp. 094-094).
Sjödin, D.R., Parida, V., & Wincent, J. (2016). Value co-creation process of integrated product-services: Effect of role ambiguities and relational coping strategies. Industrial Marketing Management, 56, 108-119. https://doi.org/10.1016/j.indmarman.2016.03.013
Son, J.H., Kim, J.H., & Kim, G.J. (2021). Does employee satisfaction influence customer satisfaction? Assessing coffee shops through the service profit chain model. International Journal of Hospitality Management, 94, 102866. https://doi.org/10.1016/j.ijhm.2021.102866
Stepanek, S., & Paul, M. (2022, August 24). Umbrella summary: Employee fit. Quality Improvement Center for Workforce Development. https://www.qic-wd.org/umbrella/employee-fit
Sylvana, A., Awaluddin, M., Dueramae, H., & Sanusi, N.U.Y. (2024). The role of person-organization fit, person-job fit, and job satisfaction in enhancing the performance of Universitas Terbuka’s lecturers. Al-Mashrafiyah: Jurnal Ekonomi, Keuangan, dan Perbankan Syariah, 8(1), 66-84. 10.24252/al-mashrafiyah.v8i1.45092
Tang, Y., Shao, Y.F., Chen, Y.J., & Ma, Y. (2021). How to keep sustainable development between enterprises and employees? Evaluating the impact of person–organization fit and person–job fit on innovative behavior. Frontiers in Psychology, 12, 653534. https://doi.org/10.3389/fpsyg.2021.653534
Turner, R.H. (2001). Role theory. In J.H. Turner (Ed.), Handbook of Sociological Theory. Handbooks of Sociology and Social Research. Boston: Springer. https://doi.org/10.1007/0-387-36274-6_12
Üngüren, E., & Arslan, S. (2021). The effect of role ambiguity and role conflict on job performance in the hotel industry: The mediating effect of job satisfaction. Tourism & Management Studies, 17(1), 45-58. http://dx.doi.org/10.18089/tms.2021.170104
Wang, W., Wang, Y., Zhang, Y., & Ma, J. (2020). Spillover of workplace IT satisfaction onto job satisfaction: The roles of job fit and professional fit. International Journal of Information Management, 50, 341-352. https://doi.org/10.1016/j.ijinfomgt.2019.08.011
Weiss, D.J. , Dawis, R.V., England, G.W., & Lofquist, L.H. (1967). Manual for the Minnesota Satisfaction Questionnaire (Vol. 22). University of Minnesota, Industrial Relations Center.
Weng, M.R., Chang, C.C., Jiang, R.S., & Chang, M.Y. (2025). The moderating role of person–job fit and person–organization fit on the relationship between workplace spirituality and the physical and mental health among nursing staff. Journal of Nursing Management, 2025(1), 7796807. https://doi.org/10.1155/jonm/7796807
Wibowo, Y.C., & Christiani, N. (2021). The effect of affective organizational commitment towards innovation capability and its impact to job performance in family business. Jurnal Entrepreneur dan Entrepreneurship 9(2), 99-110. https://doi.org/10.37715/jee.v9i2.1588.
Widodo, S., Sahono, B., Agustina, E., Suryosukmono, G., & Pareke, F. (2020). Person-job fit, person-organization fit and the effect on employee performance: Organizational commitment as mediator role. Psychology and Education, 57(9), 5257-5269. https://doi.org/10.17762/pae.v57i9.2096
Wiegand, J.P., Drasgow, F., & Rounds, J. (2021). Misfit matters: A re-examination of interest fit and job satisfaction. Journal of Vocational Behavior, 125, 103524. https://doi.org/10.1016/j.jvb.2020.103524
Youngs, P., Pogodzinski, B., Grogan, E., & Perrone, F. (2015). Person-organization fit and research on instruction. Educational Researcher, 44(1), 37-45. https://doi.org/10.3102/0013189X15569531
Zeeshan, M., & Qazi, H.H.B. (2023). Cultural impact on human resource management practices in Pakistan. Bulletin of Business and Economics (BBE), 12(4), 586-591. https://doi.org/10.61506/01.00177
Zhang, N., Li, X., & He, X. (2022). Role conflict, role ambiguity, and depressive symptoms: The moderating effects of job autonomy among social workers in China. International Journal of Social Welfare, 31(3), 323-332. https://doi.org/10.1111/ijsw.12515
Zhao, X., Lynch Jr., J.G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206. https://doi.org/10.1086/651257
