Investigating the Effect of Customer Success Management on Firm Performance: The Moderating Role of Competitive Advantage

In today's competitive and dynamic business environment, a singular focus on customer acquisition is no longer sufficient to guarantee sustainable organizational success. Consequently, the strategic management of long-term customer relationships has become a central concern. Within this paradigm, Customer Success Management (CSM), as a proactive, value-oriented approach, plays a critical role in enhancing firm performance. This study investigates the impact of Customer Success Management on firm performance, examining the moderating effect of competitive advantage. This applied research employs a descriptive-survey design. Data were collected via a standardized questionnaire administered to managers and employees of companies within the information technology sector. The analysis, conducted using Structural Equation Modeling via SPSS and SmartPLS, reveals that Customer Success Management exerts a positive and significant influence on firm performance. Moreover, competitive advantage serves as a significant moderator, strengthening this relationship; the positive effect of CSM on both financial and non-financial performance metrics is more pronounced in firms with a superior competitive advantage. These findings highlight the imperative for managers to integrate Customer Success Management with the development of robust competitive strategies.

کلیدواژه ها:

Customer Success Management ، Firm Performance ، Competitive Advantage ، Information Technology Firms ، Structural Equation Modeling