The Nexus Between CRM Capabilities and Sustainable Competitive Advantage in the South African Retail Sector: The Moderating Role of AI
| dc.contributor.author | Motala, Sharnѐ | |
| dc.contributor.supervisor | Quaye, Emmanuel S. | |
| dc.date.accessioned | 2026-05-14T08:35:37Z | |
| dc.date.issued | 2025 | |
| dc.description | A research report submitted in fulfillment of the requirements for the Master of Management in the field of Strategic Marketing, in the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2025 | |
| dc.description.abstract | Purpose: Despite the growing importance of customer relationship management CRM capabilities in attaining a sustainable competitive advantage (SCA), limited research exists on their relationship with artificial intelligence (AI) in the South African retail sector. This study examines the connection between CRM capabilities and SCA, with AI as a moderating factor. It explores how AI-driven CRM capabilities enhance SCA. Theoretical approach: Grounded in the relationship marketing theory, the resource-based view (RBV) and the dynamic capabilities view (DCV), the study investigates CRM capabilities, customer interaction management (CIMC), customer relationship upgrading (CRUC), customer win-back (CWBC) and AI’s moderating role. Design/Methodology/Analysis: A quantitative approach was used, with data collected from 286 South African retail sector employees via self-administered online surveys. Structural equation modelling (SEM) assessed relationships between CRM capabilities, AI and SCA. Findings: CRM capabilities significantly impact SCA, with CIMC and CRUC showing the strongest influence. AI moderates these relationships, enhancing organisations' customer retention and operational efficiency. AI-powered CRM capabilities help organisations adapt to market changes and strengthen SCA. Originality/Value: This study fills a gap in South African retail research by exploring AI- enhanced CRM capabilities role in SCA. Findings offer insights for organisations aiming to leverage AI in CRM capabilities and strategies for sustained growth | |
| dc.description.submitter | MM2026 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier.citation | Motala, Sharnѐ . (2025). The Nexus Between CRM Capabilities and Sustainable Competitive Advantage in the South African Retail Sector: The Moderating Role of AI [Master`s dissertation, University of the Witwatersrand, Johannesburg]. WIReDSpace. https://hdl.handle.net/10539/49244 | |
| dc.identifier.uri | https://hdl.handle.net/10539/49244 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2025 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | WITS Business School | |
| dc.subject | UCTD | |
| dc.subject | CRM Capabilities | |
| dc.subject | Sustainable Competitive Advantage | |
| dc.subject | AI | |
| dc.subject.primarysdg | SDG-8: Decent work and economic growth | |
| dc.title | The Nexus Between CRM Capabilities and Sustainable Competitive Advantage in the South African Retail Sector: The Moderating Role of AI | |
| dc.type | Dissertation |