Understanding and managing customer engagement through social customer relationship management

• Published in: Journal of decision systems 2021-07, Vol.30 (2-3), p.215-234
• Main Authors: Arora, Lokesh, Singh, Prakash, Bhatt, Vimal, Sharma, Bhuvanesh
• Format: Article
• Language: English
• Subjects: Brand loyalty; Customer Engagement (CE); Customer Loyalty (CL); Customer relationship management; Customer Retention (CR); Customer satisfaction; Customer Satisfaction (CS); Customer services; Digital media; Globalization; Modernization; Social networks; SocialCustomer Relationship Management (SCRM)
• ISSN: 1246-0125; 2116-7052
• DOI: 10.1080/12460125.2021.1881272

In the present scenario of the globalised digital era, organisations have implemented social media as a methodology of Customer Relationship Management (CRM). Social Customer Relationship Management (SCRM) cultivates a new relationship by engaging customers on social media sites. Old-style CRM is modernizing into SCRM, and the key responsibilities in this new marketing and business environment are Customer Engagement (CE). The present study endeavours to assess how SCRM influences CE by investigating the impact of SCRM on CE and further effect of CE on Customer Loyalty (CL), Customer Retention (CR) and Customer Satisfaction (CS). The research is descriptive in nature and self-administered questionnaire was prepared to attain the stated objectives. Primary data were collected from the diverse group of respondents, edited and analysed with the help of statistical tools SPSS and AMOS −18.0. The study concludes that CE occurs through proper CRM, resulting in CL, CR, and CS.