From Data to Delight: Leveraging Social Customer Relationship Management to Elevate Customer Satisfaction and Market Effectiveness

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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Bibliographic Details
Main Authors: Ibrahim A. Elshaer, Alaa M. S. Azazz, Sameh Fayyad, Shaimaa A. Mohamed, Amr Mohamed Fouad, Eslam Ahmed Fathy
Format: Article
Language:English
Published: MDPI AG 2024-12-01
Series:Information
Subjects:
social customer relationship management
social exchange theory
dynamic capabilities theory
social media
customer satisfaction
market effectiveness
Online Access:https://www.mdpi.com/2078-2489/16/1/9
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