Social customer relationship management: An integrated conceptual framework
© 2018, © 2018 Taylor & Francis Group, LLC. In recent years, the concept of customer relationship management (CRM) has undergone a major change from being a strategy that focused solely on establishing financial bonds with customers to one that promotes both transactional and interactional rel...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Routledge
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/71724 |
| _version_ | 1848762555872313344 |
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| author | Dewnarain, S. Ramkissoon, Haywantee Mavondo, F. |
| author_facet | Dewnarain, S. Ramkissoon, Haywantee Mavondo, F. |
| author_sort | Dewnarain, S. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 2018, © 2018 Taylor & Francis Group, LLC. In recent years, the concept of customer relationship management (CRM) has undergone a major change from being a strategy that focused solely on establishing financial bonds with customers to one that promotes both transactional and interactional relationships with customers. This has given rise to a new form of CRM which is known as social customer relationship management (SCRM) or CRM 2.0. Hence, this study develops and proposes a conceptual model to address relationships between customer relationship management, social media technologies, customer engagement, positive word of mouth and brand loyalty. This paper brings significant contributions to hospitality CRM literature and marketing communication theory. It serves as a reference for hospitality practitioners who can derive insights on the potential economic advantage such as brand loyalty and consumer behaviour benefits in the form of positive word of mouth which can result from the effective implementation of a SCRM strategy. |
| first_indexed | 2025-11-14T10:49:26Z |
| format | Journal Article |
| id | curtin-20.500.11937-71724 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:49:26Z |
| publishDate | 2018 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-717242018-12-13T09:35:02Z Social customer relationship management: An integrated conceptual framework Dewnarain, S. Ramkissoon, Haywantee Mavondo, F. © 2018, © 2018 Taylor & Francis Group, LLC. In recent years, the concept of customer relationship management (CRM) has undergone a major change from being a strategy that focused solely on establishing financial bonds with customers to one that promotes both transactional and interactional relationships with customers. This has given rise to a new form of CRM which is known as social customer relationship management (SCRM) or CRM 2.0. Hence, this study develops and proposes a conceptual model to address relationships between customer relationship management, social media technologies, customer engagement, positive word of mouth and brand loyalty. This paper brings significant contributions to hospitality CRM literature and marketing communication theory. It serves as a reference for hospitality practitioners who can derive insights on the potential economic advantage such as brand loyalty and consumer behaviour benefits in the form of positive word of mouth which can result from the effective implementation of a SCRM strategy. 2018 Journal Article http://hdl.handle.net/20.500.11937/71724 10.1080/19368623.2018.1516588 Routledge restricted |
| spellingShingle | Dewnarain, S. Ramkissoon, Haywantee Mavondo, F. Social customer relationship management: An integrated conceptual framework |
| title | Social customer relationship management: An integrated conceptual framework |
| title_full | Social customer relationship management: An integrated conceptual framework |
| title_fullStr | Social customer relationship management: An integrated conceptual framework |
| title_full_unstemmed | Social customer relationship management: An integrated conceptual framework |
| title_short | Social customer relationship management: An integrated conceptual framework |
| title_sort | social customer relationship management: an integrated conceptual framework |
| url | http://hdl.handle.net/20.500.11937/71724 |