Mixed Signals: Exploring the Consistent and Unexpected effects of Job Related Factors and Intrinsic Job Satisfaction on CRM Capabilities in Telecommunication Firms

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.