This quantitative correlational research examined the correlations between customer relation-ship management (CRM) usage, product innovation, and customer satisfaction. The general problem was the lack of evidence indicating the use of CRM system as effective in improving small- to medi-um-size companies’ performance. Hence, the specific problem was to determine the beneficial use of a CRM system for customer satisfaction and product innovation. Data were gathered through sur-veymonkey.com. A total of 97 respondents were selected as sample from 10 small- to medium-size companies to answer the survey questions. Respondents were top managers, middle managers, and first-line managers of the selected organization. Statistics of the study were provided with the help of IBM Statistical Package for Social and Sciences version 23. The findings showed a strong correlation between the use of CRM system and customer satisfaction. They indicated the use of CRM system could improve the relationship with existing customers, could help attract prospective customers, and could win back former customers.

中文翻译：

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客户关系管理系统使用情况，产品创新和客户满意度之间的相关性

这项定量的相关研究检查了客户关系管理（CRM）使用，产品创新和客户满意度之间的相关性。普遍的问题是缺乏证据表明使用CRM系统可以有效改善中小型公司的绩效。因此，具体的问题是确定CRM系统对客户满意度和产品创新的有益用途。数据通过sur-veymonkey.com收集。从10家中小型公司中选出97名受访者作为样本，回答调查问题。受访者是所选组织的高层管理人员，中层管理人员和一线经理。该研究的统计数据是在IBM《社会和科学统计软件包》第23版的帮助下提供的。调查结果表明CRM系统的使用与客户满意度之间存在很强的相关性。他们表示，使用CRM系统可以改善与现有客户的关系，可以帮助吸引潜在客户，并可以赢得以前的客户。