Online customer relationship marketing tactics through social media and perceived customer retention orientation of the green retailer

Abstract

Purpose Despite the importance of incorporating social media with customer relationship management (CRM), the implementation of social CRM is still in its initial stages for a majority of green brands. The purpose of this paper is to examine whether consumers’ perception-based factors of the online CRM tactics through social media (i.e. perceived marketer-dominated information quality, perceived interaction quality, and perceived service content quality in social media) offered by the green brand were related to the perceived customer retention orientation (CRO) of the green fashion retailer, which was related to patronage intention towards the green retailer, and the moderating effect of green consciousness on the link between perceived CRO of the green retailer and patronage intention. Design/methodology/approach Data were collected from social media users (n=631) using a consumer panel via an online survey. Structural equation modelling was employed to test the proposed model and research hypotheses. Findings This study found that the perceived CRO of the green retailer was positively related to patronage intention. The perceived marketer-dominated information quality and perceived service content quality in social media were positively related to the perceived CRO of the green retailer. Green consciousness moderated the link between perceived CRO and patronage intention. Originality/value First, this study contributes to the further theoretical understanding of the underlying factors that influence customer perception of the CRO of the green retailer and green patronage intention. Second, on a managerial level, this proposed model provides green retailers with beneficial insights into the development of successful social CRM.

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

“…Thus, purchasing of fashion clothing products online is usually considered a complicated decision by the potential and existing consumers' that requires a rigorous informational search embedded with positive e-WOM (Wolny and Mueller, 2013). Hence, by adopting the ELM model, this study argues that consumers who adopt information will incorporate positive WOM and subsequently take necessary steps to advise or recommends others about the apparel products and outlets through their various online networks (Kang and Kim, 2017;Rootman and Krüger, 2017).…”

Analysis of operative factors and practices in social CRM

“…The influence of social CRM strategies has not left any kind of organisation untouched with its ubiquitous impact. Social media skills integrated with relationship management strategies in the green retailers' domain also exhibited the successful retention of customers through information and service content being delivered social media platforms of the green brands (Kang and Kim, 2017).…”

Social network analysis of an emerging innovation: direct-to-garment printing technology

“…The first approach includes work that employs primary data to examine the influence of social media on consumer perceptions using traditional methods such as quantitative surveys (e.g. Kang and Kim, 2017;de Lenne and Vandenbosch, 2017) and qualitative interviews (e.g. Nash, 2019).…”

“…Recent empirical studies of social media in the fashion context focus on employing primary data to identify trends and examination of consumer interaction using traditional methods such as surveys and interviews (e.g. Kang and Kim, 2017;De Lenne and Vandenbosch, 2017;Nash, 2019). However, complex, user-generated social media data, which are valuable for problem solving in fashion contexts, presents challenges for research designs that rely on conventional methods (Tsou, 2015).…”