| تعداد نشریات | 60 |
| تعداد شمارهها | 2,196 |
| تعداد مقالات | 17,791 |
| تعداد مشاهده مقاله | 54,755,074 |
| تعداد دریافت فایل اصل مقاله | 28,648,512 |
Impact of Social Customer Relationship Management (SCRM) on Consumer Behavior: an Empirical Study on SMEs in Iran | ||
| International Journal of Digital Content Management | ||
| مقاله 8، دوره 6، شماره 11، مهر 2025، صفحه 220-241 اصل مقاله (1.16 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2025.78959.1241 | ||
| نویسندگان | ||
| Niloufar Hadinafar* 1؛ Maryam Mohammi moghaddam1؛ Mohammad Aghaei2 | ||
| 1Ph.D. Candidate in Marketing, Department of Economics, Alzahra University, Tehran, Iran | ||
| 2Assistant Professor, Department of Business Management, Tarbiat Modares University, Tehran, Iran | ||
| چکیده | ||
| Purpose: This study investigates the impact of Social Customer Relationship Management (SCRM) on consumer behavior in small and medium-sized enterprises (SMEs) in Iran. It specifically examines the influence of SCRM key consumer behavior variables: satisfaction, loyalty, engagement, retention, and word-of-mouth (WOM). Method: The research employed an applied and descriptive survey design. Data were collected through an online questionnaire distributed to consumers of SMEs in Khuzestan province, Iran, using convenience sampling method. The questionnaire included 25 items measuring six constructs: SCRM, satisfaction, loyalty, engagement, retention, and WOM. Structural equation modeling (SEM) was employed via Smart-PLS3 software to analyze the data and test the hypotheses. Findings: The results indicate that SCRM exerts a significant positive impact on all five consumer behavior dimensions. Path coefficients were high and statistically significant: satisfaction (β = 0.848, p < 0.01), loyalty (β = 0.827, p < 0.01), engagement (β = 0.871, p < 0.01), retention (β = 0.901, p < 0.01), and WOM (β = 0.914, p < 0.01). The model fit indices (GOF = 0.68) confirmed the robustness of the research model. Conclusion: The study concludes that SCRM is a powerful tool for enhancing consumer behavior outcomes in SMEs. By leveraging social media technologies, SMEs can improve customer interactions, personalize services, and foster long-term relationships, leading to increased satisfaction, loyalty, engagement, retention, and positive word-of-mouth. These findings highlight the importance of adopting SCRM strategies to gain a competitive advantage and achieve sustainable business growth in the digital era. | ||
| کلیدواژهها | ||
| Social Customer Relationship Management؛ SCRM؛ Consumer Behavior؛ SMEs؛ Empirical Study | ||
| مراجع | ||
|
Ahani, A., Rahim, N. Z. A., & Nilashi, M. (2017). Forecasting social CRM adoption in SMEs: A combined SEM-neural network method. Computers in Human Behavior, 75, 560-578.
Ahani, A., Rahim, N. Z. A., & Nilashi, M. (2017). Firm performance through social customer relationship management: Evidence from small and medium enterprises. International Conference on Research and Innovation in Information Systems (ICRIIS) (1-6). IEEE.
Alayli, S. (2023). The Impact of Loyalty on Customer Retention: The Case of Lebanon. International Journal of Research Publication and Reviews. 4(8):1350-1359.
Al-Gasawneh, J., alzubi, K., Nusairat, N., Al-Adamat, A., Anuar, M., Almestrihi, R. D., & Qaied, B. (2021). The interaction of social CRM between CRM performance and marketing performance in hotels. International Journal of Data and Network Science, 5(4), 745-756.
Alharthey, B. K. (2023). Impact of E-marketing Capabilities and E-marketing Orientation on Sustainable Firm Performance of SME in KSA Through E-relationship Management. International Journal of Marketing Studies, 15(2).
Aljahwari, H. A. (2023). The impact of customer relationship management on marketing performance of commercial companies in Yemen case study on commercial companies in Mukalla city. International Journal of Science Academic Research, 4(10):6457-6480.
Annahli, Y. M., Hurriyati, R., & Monoarfa, H. (2023). The Effect of E-CRM on the Customer Loyalty of mcdonald’s Indonesia. Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis (dimmensi), 3(2), 61-65.
Arora, L., Singh, P., Bhatt, V., & Sharma, B. (2021). Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, 30(2-3), 215-234.
Bhatti, M. A., Farhan, M., Ahmad, M. J., & Sharif, M. N. (2019). The impact of social CRM capabilities and customer engagement on the firm performance: mediating role of social media usage. Pakistan Journal of Humanities and Social Sciences, 7(3), 313-324.
Chatterjee, S., Chaudhuri, R., Vrontis, D., Thrassou, A., Ghosh, S. K., & Chaudhuri, S. (2021). Social customer relationship management factors and business benefits. International Journal of Organizational Analysis, 29(1), 35-58.
Cheng, C. C., & Shiu, E. C. (2019). How to enhance smes customer involvement using social media: The role of Social CRM. International Small Business Journal, 37(1), 22-42.
El Naby, W. A., & Khalaf, S. N. (2024). Evaluation of customer technology experience: The intermediary role of customer satisfaction and its impact on customer loyalty and word of mouth. International Journal for Tourism, Archeology & Hospitality (IJTAH), 4(1).
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
Hassan, S. H., Mohamed Haniba, N. M., & Ahmad, N. H. (2019). Social customer relationship management (s-CRM) among small-and medium-sized enterprises (smes) in Malaysia. International Journal of Ethics and Systems, 35(2), 284-302.
Haudi, H., Rahadjeng, E., Santamoko, R., Putra, R., Purwoko, D., Nurjannah, D., & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217-224.
Hettiarachchy, B. S., & Udunuwara, M. (2021). The Impact of Social Customer Relationship Management (Scrm) Usage On Customer Loyalty: A Case Of Hotels In Sri Lanka. International Journal of Economics, Business and management research, 5(3), 367-388.
Jalal, A. N., Bahari, M., & Tarofder, A. K. (2021). Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry. Heliyon, 7(5).
Mahrinasari, M. S., Haseeb, M., Bangsawan, S., Sabri, M. F., & Daud, N. M. (2023). Effects of Green Operational Practices and E-Crm on Patient Satisfaction Among Indonesian Hospitals: Exploring the Moderating Role of Green Social Influence. Operational Research in Engineering Sciences: Theory and Applications, 6(1).
Maisam, S., & Mahsa, R. D. (2016). Positive word of mouth marketing: Explaining the roles of value congruity and brand love. Journal of competitiveness, 8(1), 19-37.
Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2023). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing-ESIC.
Marolt, M., Zimmermann, H. D., & Pucihar, A. (2018). Exploratory study of social CRM use in smes. Engineering Economics, 29(4), 468-477.
Massoud, M., & Al-Dulaimi, N. T. A. (2023). E-CRM a leverage tool for consumers' retention an analysis of Iraq consumers' perspective. World Economics and Finance Bulletin, 21, 13-29.
Miguel, M. D., & Crespo, C. F. (2023). The impact of the implementation of crm strategy on consumer behaviour. Polish Journal of Management Studies, 27.
Nadube, P. M., & Ordah, J. M. (2023). E-customer relationship management and E-marketing performance of deposit money banks in port Harcourt. BW Academic Journal, 19.
Naim, A. (2022). Mapping Of Social Customer Relationship Management With Electronic Customer Relationship Management. European Journal of Interdisciplinary Research and Development, 2, 14-25.
Rahmasari, L., Farisyi, S., Nabila, P., Ricardianto, P., Wahyuni, T., Trisanto, F. & Endri, E. (2024). Customer relationship management and brand image: Empirical evidence from marine export company in Indonesia. Uncertain Supply Chain Management, 12(1), 19-28.
Rane, N., Choudhary, S., & Rane, J. (2023). Hyper-personalization for enhancing customer loyalty and satisfaction in Customer Relationship Management (CRM) systems. Available at SSRN 4641044.
Shah, S. A., Shoukat, M. H., Ahmad, M. S., & Khan, B. (2021). Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation. Journal of Marketing for Higher Education, 1-24.
Singh, P., Kumar, V., & Kataria, S. (2023). A Serial Mediation Model for Investigating the Impact of e-CRM Services on Customer Loyalty in the Indian Healthcare Industry. Journal of Relationship Marketing, 22(1), 62-86.
Torugsa, N., Yawised, K., & O’Donohue, W. (2019). Social customer relationship management in small and medium enterprises: Overcoming barriers to success. Management Science: Foundations and Innovations, 157-181.
Yanti, P., Hurriyati, R., & Dirgantari, P. D. (2024). Leveraging Marketing Automation to Enhance Customer Relationship Management and Improve Management Performance in MSME B2B. Jurnal Riset Multidisiplin dan Inovasi Teknologi, 2(01), 184-196. | ||
|
آمار تعداد مشاهده مقاله: 638 تعداد دریافت فایل اصل مقاله: 124 |
||