Social Customer Relationship Management, Customer performance, and Financial performance

This seminar aims to investigate the effect of the social customer relationship management (CRM) process to achieving the superior levels of costumers and financial performance. The object of this research is the Iraqi firms at the Iraqi enviorment market, while the subject is more than 200 responstants. Six variables from the research data were gathered through instrument model in valid form that structured to be measured throug reliable questionnaires. Statistical Analysis of the research data used using partial least squares structural equation modelling with the significance in accordance with the output of SPSS 22.0. The findings indicate that the social CRM tecnologies of the firms improve the innovation activities on Both (services and products). This has a positive effect on the ability to achiev high performance through building customer-linking capabilities by adopting innovations, resulting in higher levels of efficiency. In exchange, higher levels of consumer contribution lead to have positive levels of costumer and financial performance.