Enhancing Business Resilience and Agility Through CRM: A Quantitative Study in Jiangxi Province

Abstract

This study investigates the impact of Customer Relationship Management (CRM) practices on business resilience and organizational agility among enterprises in Jiangxi Province, China. A quantitative methodology was adopted, involving the collection of data from 310 business managers through a structured questionnaire. The findings reveal a positive and significant relationship between CRM initiatives and both resilience and agility capabilities. The study contributes to the understanding of CRM as a strategic enabler for organizations navigating dynamic market environments.