The Dynamism of the Environment — The Impact on Service Company Competitive Advantage from a CRM Dynamic Capabilities Perspective

Abstract Objective To explore the dynamism of environment and impact on service company competitive advantage from a customer relationship management (CRM) dynamic capabilities (DCs) perspective. This work also aims to develop multidimensional conceptualisation propose theoretical model for analysing environment's between CRM advantage. Research Design Methods Based resource-based view (RBV) (DCV), method critical literature analysis was used. Literature sources written in last two decades were analysed. Findings The result research became development new its three relevant dimensions, as well proposal constructs model, where plays moderating role Implications/Recommendations As implications further research, empirical verification created checking should be indicated. Contribution findings extend application RBV DCV marketing knowledge. In addition, this study's conclusions direct firms that can enhance company, thereby enabling building environment.