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dc.contributor.authorDewnarain, S
dc.contributor.authorRamkissoon, H
dc.contributor.authorMavondo, F.
dc.date.accessioned2019-07-18T13:33:57Z
dc.date.available2019-07-18T13:33:57Z
dc.date.issued15/10/2018
dc.identifier.citationDewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management: an integrated conceptual framework. Journal of Hospitality Marketing and Management, 28(2), 172-188. https://doi.org/10.1080/19368623.2018.1516588
dc.identifier.issn19368623
dc.identifier.doi10.1080/19368623.2018.1516588
dc.identifier.urihttp://hdl.handle.net/10545/623994
dc.description.abstractIn 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.
dc.description.sponsorshipN/A
dc.language.isoen
dc.publisherTaylor and Francis
dc.relation.urlhttps://www.tandfonline.com/doi/full/10.1080/19368623.2018.1516588
dc.titleSocial customer relationship management: an integrated conceptual framework
dc.typeArticle
dc.identifier.eissn19368631
dc.contributor.departmentMonash University
dc.identifier.journalJournal of Hospitality Marketing and Management


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