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    Social customer relationship management: An integrated conceptual framework

    Access Status
    Fulltext not available
    Authors
    Dewnarain, S.
    Ramkissoon, Haywantee
    Mavondo, F.
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Dewnarain, S. and Ramkissoon, H. and Mavondo, F. 2018. Social customer relationship management: An integrated conceptual framework. Journal of Hospitality Marketing and Management.
    Source Title
    Journal of Hospitality Marketing and Management
    DOI
    10.1080/19368623.2018.1516588
    ISSN
    1936-8623
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/71724
    Collection
    • Curtin Research Publications
    Abstract

    © 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.

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