The Impact of Predictive CRM Capabilities on Customer Retention in B2B Industrial Sector: Case of Atlas Copco

Abstract

This study investigates the impact of perceived predictive CRM capabilities on customer retention among B2B industrial clients of Atlas Copco Algeria. Using an exploratory sequential mixed methods design, a qualitative phase confirmed three core dimensions; need anticipation, commercial proactivity, and hyper-personalization, which were subsequently tested quantitatively on a sample of 100 respondents using exploratory factor analysis and multiple regression in SPSS. The factor analysis refined commercial proactivity into proactive relational engagement, which primarily predicts switching resistance, while hyper-personalization emerges as the dominant retention driver. A Net Promoter Score of +1reflects a polarized client base requiring targeted CRM improvement