How social CRM and customer satisfaction affect customer loyalty

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-11-27 DOI:10.1108/sjme-09-2022-0202

Djihane Malki, Mohammed Bellahcene, Hela Latreche, Mohammed Terbeche, Razane Chroqui

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引用次数: 0

Abstract

Purpose Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL). Design/methodology/approach To assess the proposed framework, structural equation modeling was performed on the data of 314 automotive customers surveyed online. Findings Social CRM dimensions [traditional CRM (TCRM) and social media (SM) technology use] have a direct and positive effect on CS. On the other hand, only TCRM has a direct and significant influence on CL, while the SM technology use effect seems to be indirect rather than direct. Indeed, the findings have provided empirical support for the contention that CS plays a mediating role between social CRM dimensions and CL. Practical implications In the automotive sector and developing countries in particular, companies’ managers could increase CS and CL and consequently enhance their competitiveness and market share by adopting an effective social CRM strategy. From this perspective, companies should focus their social CRM campaigns on the most SM used by customers, offer personalized choices and improve customer experience, interaction and value co-creation. Originality/value This paper enriches the understanding of how social CRM can affect CS and CL. The scales of social CRM, CS and CL were validated in the context of developing countries and the automotive sector. Furthermore, the direct and mediating effect of CS between social CRM (TCRM and SM) and CL was also confirmed.

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社交客户关系管理和客户满意度如何影响客户忠诚度

目的基于关系营销理论，本研究旨在检验社会化客户关系管理（social CRM）对客户满意度（CS）和忠诚度（CL）的影响。设计/方法/途径为了评估所提出的框架，我们对 314 名汽车客户的在线调查数据进行了结构方程建模。研究结果社交客户关系管理维度（传统客户关系管理（TCRM）和社交媒体（SM）技术使用）对客户满意度有直接的积极影响。另一方面，只有 TCRM 对 CL 有直接和显著的影响，而 SM 技术使用的影响似乎是间接而非直接的。事实上，研究结果为以下论点提供了实证支持：CS 在社会化客户关系管理维度和客户关系之间起着中介作用。实践意义在汽车行业，尤其是发展中国家，企业管理者可以通过采取有效的社会化客户关系管理战略来提高企业社会责任和客户关系，从而增强企业竞争力和市场份额。从这个角度来看，企业应将社交客户关系管理活动的重点放在客户最常用的 SM 上，提供个性化选择，改善客户体验、互动和价值共创。原创性/价值本文丰富了人们对社交客户关系管理如何影响企业社会责任和企业文化的理解。社会化客户关系管理、CS 和 CL 的量表在发展中国家和汽车行业得到了验证。此外，还证实了社会化客户关系管理（TCRM 和 SM）与企业社会责任之间的直接和中介效应。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.