What is it about?
This study addresses relationships between customer relationship management, social media technologies, customer engagement, positive word of mouth and brand loyalty.
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Why is it important?
This study is useful to hospitality practitioners. It provides 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.
Perspectives
My co-authors and I are delighted to share this article on Social Customer Relationship Management, a field of study attracting much interest from practitioners and researchers. We hope it fuels further research in the domain. Thank you.
Dr Haywantee Ramkissoon
Curtin University
Read the Original
This page is a summary of: Social customer relationship management: An integrated conceptual framework, Journal of Hospitality Marketing & Management, October 2018, Taylor & Francis,
DOI: 10.1080/19368623.2018.1516588.
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Contributors
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