The Effect of Social Media on Customer Relationship Management; A Case of Airline Industry Customers

Abstract

The current study is about the effect of social media on customer relationship management program in the context of the airline passengers. For this purpose, the study uses a model of social media characteristics which consist of five aspects namely connectedness, community, conversation, openness, and participation. The outcome variable in this study is the customer relationship management program (loyalty program). The adapted methodology is quantitative approach, cross sectional survey design. The data collection is based on participants from Pakistan (n=159). The key findings of the study are that social media characteristics including participation (?=.203, P<0.05); openness (?=.423, P<0.05); conversation (?=.277, P<0.05); and community (?=.523, P<0.05) exert a positive and significant influence, while, connectedness (?=-.098, P>0.05) exert a negative and insignificance influence on customer relationship management program. Based on the findings, it can be concluded that social media characteristics are important in fostering a favorable customer relationship management program.
 Keywords: Customers, Social Media, Openness, Community, Online, Customer Relationship Management, Airlines.

Integrating Social Media in CRM: Engaging Customers on Digital Platforms

“…Brands targeting these demographics, such as Vans and Red Bull, use these platforms to create engaging, youth-oriented content that resonates with their audience's preferences and lifestyle. In contrast, Facebook appeals to a broader demographic, including older users [4,7]. Businesses aiming for wide-ranging outreach find Facebook an invaluable tool for reaching diverse age groups.…”