Understanding Social Customer Relationship Management: An integrated theoretical framework in the digital age

Ra, Rather, Tehseen, Shehnaz, Mahmoud, Ali and Hack-Polay, Dieu (2021) Understanding Social Customer Relationship Management: An integrated theoretical framework in the digital age. In: University of Lincoln. IGI Global. ISBN UNSPECIFIED

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Abstract

The chapter develops and suggests a theoretical model aiming to determine the relationships among social media technologies, customer experience flow, customer relationship management, brand loyalty, word of mouth, firm performance, and customer engagement. The significant contributions of the chapter are expected to the theory of marketing communication and literature on the hospitality of customer relationship management (CRM). This chapter offers useful insights to hospitality practitioners about the benefits of positive consumer word of mouth behaviours and viable economic advantage like brand loyalty that can be the result of effective implementation of social customer relationship management (SCRM) strategy.

Keywords:social customer relationship management, customer experience, hospitality, brand loyalty
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N100 Business studies
Divisions:Lincoln International Business School
ID Code:42914
Deposited On:18 Dec 2020 12:21

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