A social CRM analytic framework for improving customer retention, acquisition, and conversion

Online customer relationship marketing tactics through social media and perceived customer retention orientation of the green retailer

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-08-2016-0071 ◽

2017 ◽

Vol 21 (3) ◽

pp. 298-316 ◽

Cited By ~ 10

Author(s):

Ju-Young M. Kang ◽

Jieun Kim

Keyword(s):

Social Media ◽

Information Quality ◽

Customer Retention ◽

Customer Relationship ◽

Theoretical Understanding ◽

Content Type ◽

Content Quality ◽

Social Crm ◽

Proposed Model ◽

Patronage Intention

Purpose Despite the importance of incorporating social media with customer relationship management (CRM), the implementation of social CRM is still in its initial stages for a majority of green brands. The purpose of this paper is to examine whether consumers’ perception-based factors of the online CRM tactics through social media (i.e. perceived marketer-dominated information quality, perceived interaction quality, and perceived service content quality in social media) offered by the green brand were related to the perceived customer retention orientation (CRO) of the green fashion retailer, which was related to patronage intention towards the green retailer, and the moderating effect of green consciousness on the link between perceived CRO of the green retailer and patronage intention. Design/methodology/approach Data were collected from social media users (n=631) using a consumer panel via an online survey. Structural equation modelling was employed to test the proposed model and research hypotheses. Findings This study found that the perceived CRO of the green retailer was positively related to patronage intention. The perceived marketer-dominated information quality and perceived service content quality in social media were positively related to the perceived CRO of the green retailer. Green consciousness moderated the link between perceived CRO and patronage intention. Originality/value First, this study contributes to the further theoretical understanding of the underlying factors that influence customer perception of the CRO of the green retailer and green patronage intention. Second, on a managerial level, this proposed model provides green retailers with beneficial insights into the development of successful social CRM.

Download Full-text

Managing Service Quality, Food Quality, Price Fairness and Customer Retention: A Holistic Perspective

Annals of Contemporary Developments in Management & HR ◽

10.33166/acdmhr.2020.01.001 ◽

2020 ◽

Vol 2 (1) ◽

pp. 1-5

Author(s):

Ammar Ahmed ◽

Rafat Naseer ◽

Muhammad Asadullah ◽

Hadia Khan

Keyword(s):

Service Quality ◽

Food Quality ◽

Service Sector ◽

Customer Retention ◽

Price Fairness ◽

Policy Makers ◽

Restaurant Management ◽

The Subject ◽

Research Propositions ◽

The Impact

In this competitive environment, organizations strive to satisfy their customer by providing best quality service at affordable and fair prices with a view to enhance their revenues. To achieve the objective of revenue maximization, organizations strive to identify the factors that help them in retaining their customers. Drawing from the signalling theory of marketing, the current study proposes a novel conceptual model representing the impact of service quality with food quality and price fairness on customer retention in restaurant sector of Pakistan. The paper underlines an important arena of knowledge for academicians as well as organizational scientists on the subject. On the basis of literature available on the variables understudy, the present study forwards eight research propositions worthy of urgent scholarly attention. The conceptualized model of the present article can also be viewed significant in unleashing further avenues for the restaurant management entities, policy makers and future researchers in the domain of managing in the service sector businesses.

Download Full-text