Paul Greenberg (2010a) defined social customer relationship management (SCRM) as a “business strategy of engaging customers through social media with the goal of building trust and brand loyalty.”
Published in Chapter:
Role of Media Agencies to Implement Social Customer Relationship Management Among Malaysian Organisations
Nafisa Kasem (University of Malaya, Malaysia), Kumaran Suberamanian (University of Malaya, Malaysia), Shahreen Mat Nayan (University of Malaya, Malaysia), and Sedigheh Moghavvemi (University of Malaya, Malaysia)
Copyright: © 2021
|Pages: 17
DOI: 10.4018/978-1-7998-4984-1.ch032
Abstract
This chapter aims to examine the effects of different media agencies on the new media-based customer relationship management of Malaysian organisations. The review provides an essential investigation of the concept, beliefs, points, and execution approaches of social media-based customer relationship management (CRM). In any case, every one of the organisations is not equipped to do such examination independently, so they need to take help from outsider organisations like social media-based CRM vendors, for example, media agency, the organisations that helps them to achieve the desired CRM goals. Hence, to understand the potential of social media-based CRM, it is essential to investigate the different purposes of social media-based CRM vendors and their effect on organisational performance. The information for the examination collected from four such organisations operating in Malaysia that perform activities related to social media-based CRM through semi-structured in-depth interviews.