Customer Relationship Intelligence: Integrating CRM and MDM for Enhanced Customer Engagement

RESUMO

This study examines how Customer Relationship Management (CRM), Master Data Management (MDM), and Customer Knowledge Management (CKM) jointly constitute a Customer Relationship Intelligence (CRI) framework for enhanced Customer Engagement (CE). A cross-sectional survey of 100 participants across retail, healthcare, IT, and telecommunications sectors was analysed using Spearman rho correlation and ordinal logistic regression (IBM SPSS). Bivariate correlations were weak and non-significant (r<0.19, p>0.06). Regression identified CRM (beta=0.717, p=0.002) and CKM (beta=0.581, p=0.009) as significant positive predictors of CE; MDM showed a positive but non-significant direct effect (beta=0.346, p=0.071). The model explained 20.5% of CE variance (Nagelkerke R^2=0.205). Parallel mediation analysis (Hayes PROCESS Model 4, 5,000 bootstrap samples) found no significant indirect effects of MDM on CE via CRM (IE=0.021, 95% BC CI [-0.072, 0.121]) or CKM (IE=0.032, 95% BC CI [-0.061, 0.126]); Hypothesis H4 was not supported. CRM and CKM emerge as the principal drivers of CE within the CRI framework, while MDM functions as a foundational data quality enabler whose strategic value is realised through its enabling effect on CRM execution and knowledge management. Findings should be treated as exploratory given the sample size and cross-sectional design. Future research should replicate with larger sector-specific samples and longitudinal designs, particularly in regulated BFSI contexts where MDM architecture is shaped by data governance mandates.