The Relationship between Customer Relationship Management and Product Innovation.

In the last decade, businesses have been under pressure to find innovative ways to meet customers' expectations in an increasingly competitive market. In this vein, businesses have promoted customer relationship management (CRM) systems as a critical contributor to product innovation. This article used quantitative correlational design to examine the relationship between the use of CRM system in small to medium size companies in the United State (US) and product innovation. The data was collected from selected sample by answering SurveyMonkey's questions. IBM Statistical Package for Social and Sciences (SPSS) system, version 23 was used for tabulating and achieving a reliable result. The findings showed that the two null hypotheses were rejected stating that there is a negative correlation between the predictor and criterion variables. [ABSTRACT FROM AUTHOR]