Purpose: This paper aims to investigate the influence of
CRM on FV through the CoC and the moderating role of
stock beta. Design methodology - We hypothesize that
there is a direct effect of CRM on FV and indirect effect
through the CoC, and the role of beta stock as a
moderator. To test this effect, PLS is used from three FV
proxies, namely Tobins' Q, PER, and PBV. The research
was conducted at telecommunication firms on the IDX,
with an observation period of 2014–2021.
Finding - The result of this study shows that CRM has no
effect on tobins'q and stock beta moderates the
relationship. Interesting findings from this study, CRM
has no effect on the CoS. The CoD and CoS mediate the
effect of CRM on FV (PER, PBV, and tobin's q).
Companies that implement CRM are able to reduce the
CoD and CoS, which in turn increases the FV. Research
implication - CRM implementation is able to improve the
company's risk management so as to increase investor
trust so as to reduce CoC. Originality value- Reducing the
CoD and the CoS to increase FV by implementing CRM.
JEL : G3
Keywords : Firm Value, Sustainability.