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The Impact of Social CRM Capabilities and Customer Engagement on the Firm Performance: Mediating Role of Social Media Usage

Author

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  • Muhammad Azhar Bhatti

    (The Islamia University of Bahawalpur, Pakistan)

  • Muhammad Farhan

    (Riphah International University, Islamabad, Pakistan)

  • Munawar Javed Ahmad

    (Assistant Professor, Iqra University, Karachi, Pakistan)

  • Muhammad Naeem Sharif

    (National College for Business Administration and Economics, Lahore. Bahawalpur Campus)

Abstract

This research aims to analyze the impact of social customer relationship management (CRM) capabilities and customer engagement on the firm performance in the textile industry of Pakistan. Another purpose of the article is to examine the mediating role of social media usage on the nexus of social CRM capabilities, customer relationship management and firm performance. The customer relation officers of textile industry situated in the Punjab province of Pakistan are the respondents and data were gather by using questionnaires and PLS-SEM was employed for hypotheses testing. The findings revealed that social CRM capabilities and customer engagement have positive nexus with the firm performance while social media usage positively mediates the relationship among the social CRM capabilities, customer relationship management and firm performance. These findings provide the guidance to the regulations making authorities that they should enhance their emphasis on the CRM capabilities, employee engagement and social media usage that enhance the firm performance.

Suggested Citation

  • Muhammad Azhar Bhatti & Muhammad Farhan & Munawar Javed Ahmad & Muhammad Naeem Sharif, 2019. "The Impact of Social CRM Capabilities and Customer Engagement on the Firm Performance: Mediating Role of Social Media Usage," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 7(3), pages :313-324, September.
    • Handle: RePEc:ani:ipjhss:v:7:y:2019:i:3:p:313-324
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    References listed on IDEAS

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    4. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
    5. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    6. Shampy Kamboj & Mayank Yadav & Zillur Rahman & Praveen Goyal, 2016. "Impact of Social CRM Capabilities on Firm Performance: Examining the Mediating Role of Co-Created Customer Experience," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 8(4), pages 1-16, October.
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    Cited by:

    1. Amad Rashid & Basariah Salim & Halimah Nasibah Ahmad, 2021. "Internal Audit Effectiveness and Audit Committee Characteristics:Empirical Evidence from Pakistan," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(1), pages 1-13, june.
    2. Waseem Ul Hameed & Asifa Jahangir & Ali Junaid Khan & Jawad Iqbal, 2022. "How to Develop Social Equity for Consumers? A Technology-Based Framework," iRASD Journal of Economics, International Research Alliance for Sustainable Development (iRASD), vol. 4(2), pages 173-186, June.

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