From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market Effectiveness
The current study aims to investigate ways through which the data on social customer relationship management (SCRM) enhance customer satisfaction (CS) as well as market effectiveness (ME) in the hotel industry. Moreover, it examines the mediator role of customer involvement using social media data (...
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MDPI AG
2024-12-01
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| author | Ibrahim A. Elshaer Alaa M. S. Azazz Sameh Fayyad Shaimaa A. Mohamed Amr Mohamed Fouad Eslam Ahmed Fathy |
| author_facet | Ibrahim A. Elshaer Alaa M. S. Azazz Sameh Fayyad Shaimaa A. Mohamed Amr Mohamed Fouad Eslam Ahmed Fathy |
| author_sort | Ibrahim A. Elshaer |
| collection | DOAJ |
| description | The current study aims to investigate ways through which the data on social customer relationship management (SCRM) enhance customer satisfaction (CS) as well as market effectiveness (ME) in the hotel industry. Moreover, it examines the mediator role of customer involvement using social media data (CIUSM). The moderating role of customer information processing capability (CIPC) between social customer relationship management (SCRM) and customer involvement using social media (CIUSM) was examined. Therefore, following the suggestions from Dominant (S-D) Logic, Social Exchange Theory (SET), and Dynamic Capabilities Theory (DCT), this research explores the role of SCRM in co-creation and organizational performance through the social media data of customers. Using PLS-SEM through SmartPLS, data from 389 participants were analyzed. The findings proved that SCRM directly improves both customer satisfaction and the effectiveness of the market due to the indirect effect of CIUSM data as a mediator among them. Also, it showed that SCRM improves directly CIUSM. Moreover, it proved the direct effect of CIUSM on customer satisfaction and market effectiveness. Moreover, CIPC, as a moderator, enhances SCRM impacts by demonstrating how hotels leverage data from social media activity as a competitive advantage. Based on the findings of this study, the three integrated theories provide a single framework to delve deeply into the intricate association between social media customer involvement to enhance hotel performance. Also, it ensures that hospitality managers engage customers, continuously respond to their needs and requirements, and embrace efficient data processing to deploy SCRM effectively. |
| format | Article |
| id | doaj-art-7933708b058a4c098da89f7995824e3f |
| institution | Kabale University |
| issn | 2078-2489 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj-art-7933708b058a4c098da89f7995824e3f2025-01-24T13:35:07ZengMDPI AGInformation2078-24892024-12-01161910.3390/info16010009From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market EffectivenessIbrahim A. Elshaer0Alaa M. S. Azazz1Sameh Fayyad2Shaimaa A. Mohamed3Amr Mohamed Fouad4Eslam Ahmed Fathy5Department of Management, College of Business Administration, King Faisal University, Al-Ahsaa 380, Saudi ArabiaDepartment of Social Studies, Arts College, King Faisal University, Al-Ahsaa 380, Saudi ArabiaHotel Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, EgyptDepartment of Social Studies, Arts College, King Faisal University, Al-Ahsaa 380, Saudi ArabiaHotel Management Department, Faculty of Tourism and Hotel Management, Pharos University in Alexandria, Canal El Mahmoudia Street, Beside Green Plaza Complex, Alexandria 21648, EgyptHotel Management Department, Faculty of Tourism and Hotel Management, Pharos University in Alexandria, Canal El Mahmoudia Street, Beside Green Plaza Complex, Alexandria 21648, EgyptThe current study aims to investigate ways through which the data on social customer relationship management (SCRM) enhance customer satisfaction (CS) as well as market effectiveness (ME) in the hotel industry. Moreover, it examines the mediator role of customer involvement using social media data (CIUSM). The moderating role of customer information processing capability (CIPC) between social customer relationship management (SCRM) and customer involvement using social media (CIUSM) was examined. Therefore, following the suggestions from Dominant (S-D) Logic, Social Exchange Theory (SET), and Dynamic Capabilities Theory (DCT), this research explores the role of SCRM in co-creation and organizational performance through the social media data of customers. Using PLS-SEM through SmartPLS, data from 389 participants were analyzed. The findings proved that SCRM directly improves both customer satisfaction and the effectiveness of the market due to the indirect effect of CIUSM data as a mediator among them. Also, it showed that SCRM improves directly CIUSM. Moreover, it proved the direct effect of CIUSM on customer satisfaction and market effectiveness. Moreover, CIPC, as a moderator, enhances SCRM impacts by demonstrating how hotels leverage data from social media activity as a competitive advantage. Based on the findings of this study, the three integrated theories provide a single framework to delve deeply into the intricate association between social media customer involvement to enhance hotel performance. Also, it ensures that hospitality managers engage customers, continuously respond to their needs and requirements, and embrace efficient data processing to deploy SCRM effectively.https://www.mdpi.com/2078-2489/16/1/9social customer relationship managementsocial exchange theorydynamic capabilities theorysocial mediacustomer satisfactionmarket effectiveness |
| spellingShingle | Ibrahim A. Elshaer Alaa M. S. Azazz Sameh Fayyad Shaimaa A. Mohamed Amr Mohamed Fouad Eslam Ahmed Fathy From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market Effectiveness Information social customer relationship management social exchange theory dynamic capabilities theory social media customer satisfaction market effectiveness |
| title | From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market Effectiveness |
| title_full | From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market Effectiveness |
| title_fullStr | From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market Effectiveness |
| title_full_unstemmed | From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market Effectiveness |
| title_short | From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market Effectiveness |
| title_sort | from data to delight leveraging social customer relationship management to elevate customer satisfaction and market effectiveness |
| topic | social customer relationship management social exchange theory dynamic capabilities theory social media customer satisfaction market effectiveness |
| url | https://www.mdpi.com/2078-2489/16/1/9 |
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