Mediation of CRM in the Relationship Between SWOT Analysis and Competitive Advantage in Manufacturing Firms

The study examines linkages between SWOT analysis and Customer Relationship Management (CRM) and Competitive Advantage at the organizational level. Organizations must use SWOT analysis as their base foundation to execute CRM practices successfully which helps them understand both internal capabilities and external competitive risks within their domain. Strategic decision-making benefits highly from SWOT analysis since its connection to Competitive Advantage involves a path coefficient measurement of .42. SWOT analysis performs an indirect action on Competitive Advantage through CRM which produces a combined path effect measurement of .90 after including direct and indirect impacts. While CRM substantially diminishes the connection between SWOT and Competitive Advantage there remains a residual direct effect which qualifies as partial mediation. The research shows organizations must unite SWOT analysis approaches with CRM strategies to achieve their best in customer relationships and market performance.