This study aims at examining the impact of customer relationship management (CRM) on innovation capabilities of Kuwait Airways. Five dimensions of CRM were included in the study: information sharing, customers' involvement, long-term relationships with customers, joint problem-solving, as well as technology-based CRM. On the other hand, innovation capabilities were measured by four dimensions: aesthetical innovation, marketing innovation, technological innovation, and innovation in administrative affairs. A purposive sample was selected from all employees of Kuwait Airways. A survey-based questionnaire was used to collect data.
Research findings indicated a high level of CRM adoption, with a first rank for technology-based CRM. Additionally, there is a high level of innovation capabilities, with a first rank for innovation in administrative affairs. The results also indicated that there is a significant statistical impact of CRM dimensions (information sharing, customers' involvement, long-term relationships with customers, joint problem-solving and technology-based CRM) on innovation capabilities in Kuwait Airways. The researcher recommends paying attention to enhancing employees' capabilities by training, investment in technological applications, and interaction with customers through technical and social media in order to generate new ideas that improve capabilities of Kuwait Airways in aesthetical innovation and marketing innovation.
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Published by Human Resource Management Academic Research Society (www.hrmars.com)
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