AN INTEGRATED CONCEPTUAL FRAMEWORK OF SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT

Dr. Mahendra Kumar Sharma
Assistant Professor, School of Management Sciences, Varanasi, U.P., India

Dr. Brijesh Kumar Yadav
Corresponding Author, Assistant Professor, Rajarshri School of Management and Technology, UP College Campus, Varanasi, U.P., India.brijesh.bhu01@gmail.com

Dr. Akhilesh Kumar Verma
Associate Professor, Jeevandeep Institute of Management and Technology, Varanasi, U.P., India.

Dr. Anil Kumar Pal
Associate Professor, School of Management and Commerce, APG Shimla University, Shimla, H.P., India.

Navin Kumar Mishra
Assistant Professor, Jeevandeep Institute of Management and Technology, Varanasi, U.P., India.

Vol 17, No 06 ( 2022 )   |  DOI: 10.5281/zenodo.6737750   |   Licensing: CC 4.0   |   Pg no: 166-176   |   Published on: 24-06-2022

Abstract
The concept of customer relationship management (CRM) has seen major changes from transaction and interaction related to cooperative and collaborative engagement. The faster and effective use of technology has empowered firms and customers to engage with one another. Social customer relationship management (SCRM) is a new form of CRM.
The purpose of the study is to explore the existing knowledge on Social CRM strategy in the service sector. This research paper adds significant contribution to CRM literature and addresses the relationship between Social CRM, ease of use in business processes, customer analysis, and CRM performance.
The author has conducted an extensive review of the literature to develop the conceptual model by integrating CRM, social CRM, trust/retention, and customer loyalty in the services sector context. The present work would help academicians and practitioners to understand the importance of social CRM and its benefits in strengthening CRM competencies. The practitioners from the service sector may take a reference for effective use and implementation of social CRM and CRM processes to gain customer loyalty.
The paper has provided a hypothetical framework and a conceptual model in the service sector. Future research can be conducted to test the proposed model empirically.

Keywords:
CRM, Social CRM, Ease of Use in Business Process, Customer Analysis, CRM Performance

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