Author(s): Asfahani, A.
The Covid-19 pandemic has caused huge changes in the social, economic, healthcare, and business aspects of life. On the economic front, the pandemic caused huge disruptions in the supply chain, leading to a disruption of commerce and closure of thousands of businesses. This study seeks to determine how the Covid19 pandemic has affected the customer relation management CRM function in the Middle East. The research questions guiding the study are: how has the Covid-19 pandemic affected consumers’ purchasing behavior? How have these changes affected the CRM function in organizations in the Middle East. The study adopts a theoretical approach and the data that informs the findings is obtained from empirical studies and other trustworthy sources structured around the context of the Middle East.