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The Impact of Social Customer Relationship Management (SCRM) on Brand Loyalty and Brand Trust in Telecommunication Sector in Egypt

Year: 2024

Type: article

Abstract: Social customer relationship management (SCRM) refers to the incorporation of social media (SM) platforms into the existing framework of customer relationship management (CRM) strategies. CRM practices are being progressively enhanced to integrate SM platforms. Hence, this research attempts to investigate the effect of SCRM on brand loyalty (BL) and brand trust (BT) within the telecommunications industry in Egypt. This sector is dominated by four large corporations: Vodafone, Orange, Etisalat, and WE. This study employed a convenience sampling technique of 456 consumers via online questionnaire. The findings highlighted the significant influence of SCRM on brand loyalty and brand trust. This research provides valuable guidance to marketers on advancing BL and BT through the effective utilization of SCRM.

Source: The Academic Journal of Contemporary Commerical Research

DOI: 10.21608/ajccr.2024.258751.1094

Authors: Amira Essam Khamis, Heba Hassan Sadek, Mohamed Abd El Azim Abo El Naga

Institutions: Arab Academy for Science, Technology, and Maritime Transport, Alexandria University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4405977099

FWCI:

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