AffiliationUniversity of Derby
Curtin Mauritius, Charles Telfair Campus, Mauritius
Monash University, Melbourne, Victoria, Australia
MetadataShow full item record
AbstractThe availability of many social networking sites such as Facebook, Twitter, YouTube and online review sites such as Trip Advisor has led to the emergence of a new concept known as social customer relationship management (SCRM) or CRM 2.0. This is defined as a business strategy of engaging customers through social media with the goal of building trust and brand loyalty (Greenberg, 2010; Li et al., 2020; Rita & Moro, 2018), SCRM provides traditional customer relationship management for online customers by shifting the focus from a transactional outlook to one that centers on customer experiences (Dewnarain et al., 2019a; Sigala, 2018; Touni et al., 10 2020; Zhang et al., 2019).
CitationDewnarain, S., Ramkissoon, H.,& Mavondo, F. (2021). 'Social Customer Relationship Management: A customer Perspective'. Journal of Hospitality Marketing & Management, pp. 1-40.
PublisherTaylor & Francis
JournalJournal of Hospitality Marketing & Management