Impact of customer relationship management and social media on sales performance by considering moderating effect of sale personnel capabilities

Abstract

In an era of increased competition, companies nowadays are bound to make substantial efforts to manage their sales performance. The purpose of this research is to explore the impact of customer relationship management and social media on sales performance by considering the moderating effect of sale personnel capabilities. Simple random sampling technique was used for gathering data. Adopting the questionnaire survey method, data was collected from Gujranwala. The response rate was 350. All the tests were applied on SPSS and AMOS software. Results showed that customer relationship management increases sale. Findings also showed that social media have significant relation with sales performance. Sale personnel capabilities have a significant relation with sale performance.