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JOAMS 2023 Vol.11(2): 59-66
doi: 10.18178/joams.11.2.59-66

The Effect of IT Capability on Customer Relationship Performance for Non-Profit Organization: Mediating Role of External Capability

Sakulrat Yangyuen and Tanapon Jensuttiwetchakul
Management Information Systems Program, Department of Information Technology Management, Faculty of Information Technology and Digital Innovation, King Mongkut’s University of Technology North Bangkok, Thailand
*Correspondence: s6107021910043@email.kmutnb.ac.th

Manuscript received November 17, 2022; revised December 25, 2022; accepted February 4, 2023; published April 13, 2023.

Abstract—This research contemplates to investigate the relationship between organization capability and customer relationship performance. The proposed research model consists of three parts 1) Internal capability, 2) External capability, and 3) Customer relationship performance. First, internal capability is the organizational competence focused on management skills, IT skills. Second, external capability is the organizational agility focused on speed and responsiveness of decision-making, and customer knowledge in sense of capability to identify and action towards the external change. Finally, customer relationship performance is benefit in term of customer perspective focused on customer satisfaction and customer retention. This study also invents the mediating role of external capabilities on the relationship between the internal capabilities and customer relationship performance for a non-profit organization.

Keywords—IT capability, IT resource, customer relationship performance, internal capability, external capability

Cite: Sakulrat Yangyuen and Tanapon Jensuttiwetchakul, "The Effect of IT Capability on Customer Relationship Performance for Non-Profit Organization: Mediating Role of External Capability," Journal of Advanced Management Science, Vol. 11, No. 2, pp. 59-66, 2023. 

Copyright © 2023 by the authors. This is an open access article distributed under the Creative Commons Attribution License (CC BY-NC-ND 4.0), which permits use, distribution and reproduction in any medium, provided that the article is properly cited, the use is non-commercial and no modifications or adaptations are made.
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