Do the customer relationship benefits influence expectation of continuity? Adoption of social customer relationship management to promote eco-friendly products

Oluwajana D., Adeshola İ., Olowu G.

Journal of Public Affairs, vol.22, no.S1, 2022 (ESCI, Scopus) identifier

  • Nəşrin Növü: Article / Article
  • Cild: 22 Say: S1
  • Nəşr tarixi: 2022
  • Doi nömrəsi: 10.1002/pa.2701
  • jurnalın adı: Journal of Public Affairs
  • Jurnalın baxıldığı indekslər: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, IBZ Online, International Bibliography of Social Sciences, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, Communication Abstracts, PAIS International, Political Science Complete, Public Affairs Index, vLex
  • Açar sözlər: an expectation of continuity, customer engagement, customer quality, customer relationship, eco-friendly brand, social media
  • Açıq Arxiv Kolleksiyası: Məqalə
  • Adres: Bəli

Qısa məlumat

Social media and customer relationships have become ubiquitous, and every organization now depends on both to manage and meet their organizational targets. Most organizations are now finding it necessary to adopt Social Customer Relationship Management (SCRM) to improve their marketing strategies and facilitate customer expectation of continuity. In essence, there has been a public interest in using SCRM on eco-friendly brands, and these have become inevitable for the new generation of sustainable marketing organizations. This study investigates the effectiveness of SCRM benefits and examines the relationships among customer commitment, customer trust, customer relationship satisfaction, customer relationship quality, and expectation of continuity. The results revealed that relationship benefits positively influence commitment, trust, satisfaction, and relationship quality; likewise, they influence customer expectation of continuity, except trust, which is not significant. The study provides recommendations for managers to maximize the advantages of the relationship to the expectation of continuity.