{"p"=>"Customer Relationship Management (CRM) represents one of the most rapidly expanding Information and Communication Technologies (ICTs), demonstrating significant growth in deployment rates and a profound impact on business outcomes through enhanced relationship management. This adoption process is situated within the broader framework of Digital Transformation (DT), a transition currently being undertaken by Spanish industry in its pursuit of sustained competitive advantage. Indeed, the degree of DT maturity appears decisive for corporate survival within increasingly dynamic and competitive markets. Among the myriad Information Technology (IT) systems underpinning DT, this study focuses on CRM as a pivotal tool for customer knowledge management, now recognized as fundamental to commercial success. The objective is to evaluate which factors most significantly influence firm performance, specifically regarding both the cultural and technological implementation of CRM, whilst accounting for key complementary variables. This research provides an empirical validation of CRM’s impact within the Spanish construction sector, a cornerstone of the national economy. The findings reveal a robust correlation between CRM utilization and innovative capacity; both elements prove instrumental in enhancing performance expectations and fostering sectoral development. Ultimately, this study substantiates the hypothesis that CRM is central to effective management within the realms of innovation and entrepreneurship, primarily through its contribution to superior firm performance."}