Using Social Media to Influence CRM and Loyalty

This chapter explores the influence of social media in Customer Relationship Management that leads to Customer loyalty. The social media in restaurant is recognized as an essential component of the customer satisfaction and therefore it is a cornerstone of the success of CRM and customer loyalty through social media nowadays. The purpose of this chapter is to investigate how Restaurant industry can harness the power of social media by utilizing CRM that leads to Customer loyalty. The problem is approached applying both the restaurants perspective and the customer perspective. The recent explosion in social media usage, combined with the transformation of the consumer into a “consume' activist”, has permanently changed the relationship between a restaurant and its customers. There were two interviews conducted for 384 restaurants collected and analyzed for the research. The results proved that Social media can be an excellent channel for building long-lasting customer relationships in restaurants.

Using Social Media to Influence CRM and Loyalty

Social Media Marketing ◽

10.4018/978-1-5225-5637-4.ch031 ◽

2018 ◽

pp. 616-639

Author(s):

Rozita Shahbaz Keshvari

Keyword(s):

Social Media ◽

Customer Loyalty ◽

Relationship Management ◽

Restaurant Industry ◽

Customer Relationships ◽

Customer Relationship ◽

Media Usage ◽

The Social ◽

Customer Perspective ◽

Study of Consumer Brand Following Intention on Instagram

International Journal of Online Marketing ◽

10.4018/ijom.2021040103 ◽

2021 ◽

Vol 11 (2) ◽

pp. 32-51

Author(s):

Simran Kaur Madan ◽

Payal S. Kapoor

Keyword(s):

Social Media ◽

Consumer Motivation ◽

Media Usage ◽

Consumer Skepticism ◽

Consumption Decisions ◽

The Social ◽

Media Platform ◽

Relationship Of ◽

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

Innovative Mobile Platform Developments for Electronic Services Design and Delivery ◽

Does Technology Acceptance Change the Way from CRM to Customer Loyalty?

10.4018/978-1-4666-1568-7.ch006 ◽

2012 ◽

pp. 98-111

Author(s):

Yi-Yuan Liu

Keyword(s):

Path Analysis ◽

Technology Acceptance ◽

Customer Loyalty ◽

Banking Industry ◽

Relationship Management ◽

Mediating Effect ◽

Customer Relationship ◽

Continuance Commitment ◽

Retail Banks ◽

This study explores the moderating effect of technology acceptance on the relationship between customer relationship management (CRM) in terms of distribution and tailor-made functions and customer loyalty in the banking industry. The author uses LISREL two-group path analysis to find the variances between high and low technology acceptance. Data collected from the customers of nine retail banks show that commitments have a mediating effect on the relationship between the tailor-made function of CRM and customer loyalty, while technology acceptance has significant effects on both relationships between the two functions of CRM and continuance commitment.

The Effect of Hypermarkets’ Social Media Usage on Indonesian Customers’ Loyalty

Advanced Science Letters ◽

10.1166/asl.2015.5940 ◽

2015 ◽

Vol 21 (4) ◽

pp. 751-755

Author(s):

Retno Dewanti ◽

Ishak Ismail ◽

Malliga Marimutu

Keyword(s):

Social Media ◽

Customer Loyalty ◽

Purchase Intention ◽

Psychological Distance ◽

Positive Influence ◽

Sem Analysis ◽

Customer Relationship ◽

Validity And Reliability ◽

Mediating Role ◽

Most studies argue that the implementation of relationship like customer relationship management (CRM) may represent the difference between the success and failure of retailing organization. The purposes of this research is: (1) to test the new construct of CRM based on elements of social media related to the customer relationship, (2) to investigate the relationship between CRM and purchase intention, (3) to investigate the relationship between purchase intention and customer loyalty, (4) to examine the effect of purchase intention as a mediating role between CRM and customer loyalty, (5) to examine psychological distance as the moderating role between CRM and purchase intention. The conceptual focus of CRM model is to see the effectiveness of using social media to create purchase intention and their impact on customer loyalty. This research used SEM analysis with Smart PLS 2.0 version to test the validity and reliability of the data. The data sample is collected from Twitter and Facebook users. The results indicated that the CRM has a positive influence on purchase intention. On the other hand, purchase intention has a positive effect on customer loyalty and at the same time, it played a mediating role between CRM and customer loyalty. Psychological distance was moderated by CRM and purchase intention. The four hypotheses are supported. The limitation of this research is that it is only confined to Twitter and Facebook users that usually go to hypermarkets in five biggest malls in Jakarta.

Maintaining Customer Loyalty Using Electronic Customer Relationship Management (E-CRM): Qualitative Evidence from Small Food Businesses in Jordan

Studies of Applied Economics ◽

10.25115/eea.v39i7.4810 ◽

2021 ◽

Vol 39 (7) ◽

Author(s):

Dana Kakeesh ◽

Ghazi Al-Weshah ◽

Noor Al-Ma'aitah

Keyword(s):

Social Media ◽

Thematic Analysis ◽

Customer Loyalty ◽

Relationship Management ◽

Customer Relationship ◽

Face To Face ◽

Common Criteria ◽

Qualitative Evidence ◽

Critical Issues

The current study aims at providing understanding and practical insights of how to maintain customer loyalty using E-CRM from perspectives of small food businesses in Jordan. The qualitative design of research is adopted. Semi-structured and face-to-face interviews have been conducted with eight executives to generate data from target interviewees in different Jordanian food companies. Using thematic analysis for interviews and based on executives perspectives, this study provides customer loyalty concepts, benefits, tools, and measurements. Moreover, this study also investigates the benefits of E- CRM, E-CRM tools, and how customer loyalty could be enhanced by E-CRM. The results of the thematic analysis found that social media and telemarketing are the most common tools of E-CRM that are adopted by food companies. Sales frequency and sales records are the most common criteria for customer loyalty measurement. Furthermore, complaints handling, post sales services, customer following up, and maintaining customer relationship are the most critical tactics of E-CRM that are adopted by food companies to enhance customer loyalty. The study recommends that customer loyalty practices are not well established by food companies; however, adopting E-CRM practices are critical issues for maintaining customer loyalty.

PERANCANGAN APLIKASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) UNTUK MENINGKATKAN LAYANAN PELANGGAN PADA TOKO UNFORGIVN TOXIC FASHION LUBUK ALUNG

JURNAL TEKNOLOGI DAN OPEN SOURCE ◽

10.36378/jtos.v3i2.699 ◽

2020 ◽

Vol 3 (2) ◽

pp. 202-214

Author(s):

Erlinda Erlinda ◽

Elgamar Syam ◽

Sri Chairani

Keyword(s):

Relationship Management ◽

Customer Relationships ◽

Customer Relationship ◽

Business Relationships ◽

Application Development ◽

Development Management ◽

The Relationship ◽

Type Of Management

A study has been done on the sales Unforgivn Toxic Fashion store regarding application development Management Customer Relationship (CRM) with the use of the website. Management Customer Relationship (CRM) is one type of management that specifically discusses the theory about the handling of the relationship between the company and its customers with the aim of increasing the company's value in the eyes of its customers. today many companies are using Management Customer Relationship (CRM) to build customer relationships. by utilizing Management Customer Relationship (CRM), companies will know what is expected and required customers that will create an emotional bond that can create strong business relationships and open and two-way communication between them.

Advances in Marketing, Customer Relationship Management, and E-Services - Strategic Uses of Social Media for Improved Customer Retention ◽

Social Customer Relationship Management (SCRM)

10.4018/978-1-5225-1686-6.ch003 ◽

2017 ◽

pp. 45-58 ◽

Cited By ~ 1

Author(s):

Ameen Al-Azzam ◽

Rawan T. Khasawneh

Keyword(s):

Social Media ◽

Relationship Management ◽

Customer Relationships ◽

Customer Relationship ◽

Customer Management ◽

Communication Tool ◽

Information And Communication ◽

Future Work

The organizations reach to their objectives by adopting an effective customer management strategy. Today, organizations have become aware that to reach their objectives its must focus on customer relationships, engagement and retention, not only to increase their market share. The development of information and communication technology (ICT) and in particular social networks enables an important communication tool with customer. Improving customer relationship by using social network is called social customer relationship management (SCRM). SCRM focused on establishing new channels with customers for better understanding of customers needs and build a long-term relationship with them. This chapter explores social customer relationship management and its general concepts including social media and customer relationship management. Also, it reviews the context of SCRM that aims to enhance customer relationship and make customers much more engaged. Conclusions and proposed future work are stated at the end.

Social media usage and employee creativity: is relational energy a missing link?

Online Information Review ◽

10.1108/oir-02-2021-0119 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Fei Zhou ◽

Jian Mou ◽

Wei Wang ◽

Yenchun Jim Wu

Keyword(s):

Social Media ◽

Social Cognitive ◽

Employee Creativity ◽

Negative Effects ◽

Paired Data ◽

Content Type ◽

Media Usage ◽

The Social ◽

Knowledge Intensive ◽

PurposePrevious studies overemphasize the negative effects of social media usage (SMU) within organizations and underestimate its positive influences on employees' behavior. This study attempts to link employees' social media use at work to their creativity performance.Design/methodology/approachBased on the bounded generalized reciprocity theory and unbounded indirect reciprocity (UIR) theory, the authors developed a research model. To test the model, the authors collected a set of 172 paired data of organizations and employees from 31 knowledge-intensive enterprises in China to test the hypothesis.FindingsThis research found that the social, cognitive and hedonic uses of social media all directly affect employee creativity. Relational energy fully mediates the effects of the cognitive and hedonic usages on creativity. Moreover, job autonomy moderates the effects of the relationships among the social, cognitive and hedonic uses on employee creativity.Originality/valueThe conclusions not only enriched authors’ understanding of the effectiveness of interpersonal interaction but also extended the research boundary of the relationship between SMU and employee creativity.

Social Customer Relationship Management and Organizational Characteristics

Information ◽

10.3390/info9120306 ◽

2018 ◽

Vol 9 (12) ◽

pp. 306 ◽

Cited By ~ 6

Author(s):

Kateřina Kantorová ◽

Pavel Bachmann

Keyword(s):

Social Media ◽

Online Communities ◽

Relationship Management ◽

Customer Relationship ◽

Organizational Characteristics ◽

Consumer Markets ◽

Use Of Social Media ◽

Set Up ◽

Social customer relationship management (SCRM) is a new philosophy influencing the relationship between customer and organization where the customer gets the opportunity to control the relationship through social media. This paper aims to identify (a) the current level of SCRM and (b) the influence of basic organizational characteristics on the SCRM level. The data were gathered through a questionnaire distributed to 362 organizations headquartered in the Czech Republic. The questionnaire comprised 54 questions focusing on the significance of marketing and CRM practices, establishing a relationship with the customer, online communities, the use of social media in marketing, and acquiring and managing information. Scalable questions with a typical five-level Likert scale were applied in the questionnaire. The results show that larger firms more often set up their own online communities and manage them strategically; moreover, they are able to manage information better. Contrariwise, small-sized organizations use social networks as a way to establish communication with the customer more than large-sized entities. The use of social media for marketing purposes is significantly higher in organizations oriented to consumer markets than in those oriented to business markets.

Online Purchase Intention: Explorations of the Facebook Users’ Psychological Factors

ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL ◽

10.24191/abrij.v4i2.9990 ◽

2020 ◽

Vol 4 (2) ◽

pp. 20

Author(s):

Dilla Kartini Naradin ◽

Hanitahaiza Hairuddin ◽

Ariff Md Ab Malik ◽

Erne Suzila Kassim

Keyword(s):

Social Media ◽

Psychological Factors ◽

Purchase Intention ◽

Privacy And Security ◽

Media Usage ◽

Online Purchase ◽

Significant Relationships ◽

The Social ◽

The Relationship ◽

Social Media Network

The social media usage in this era is not only for communication with others, but also as a platform for many businesses to promote and sell their product online. Facebook is one of the biggest social media network among marketers due to the innovativeness and effectiveness after the existence of e-commerce. Therefore, this study aims to examine the relationship between the psychological factors of Facebook; trust, privacy and security and online purchase intention. 396 Malaysian Facebook users were involved in this study by using purposive and convenience sampling method. The findings show that Trust, Privacy and Security have positive significant relationships with the Online Purchase Intention while the Security has the strongest significant impact on Online Purchase Intention. This study provides an understanding of how to develop strategies to engage with Facebook users. By engaging in the sharing of information with consumers the marketing approach can be implemented effectively.