Social CRM Strategies: A Key Driver of Strategic Information Exchange Capabilities and Relationship Quality

Abstract

This study aims to examine the influence of social customer relationship management (CRM) on relationship quality (RQ); the role of strategic information exchange capabilities (SIECs) as a mediator on the relationship between dimensions of social CRM and RQ was also investigated. A self-structured questionnaire survey was conducted on the subordinates working at various family-style restaurants in Egypt. Following a simple random sampling procedure, 466 valid responses were used for data analysis. The findings reveal that three dimensions of social CRM, namely customer service quality (CSQ), integrated marketing channels (IMCs), and online communities (OCs), have statistically significant effects on RQ. Moreover, SIECs mediate the relationship between CS/IMCs/OCs and RQ. The other two dimensions, rewards (RDs) and value-added services (VSs), do not directly or indirectly affect RQ. This study opens new avenues in the existing literature by identifying the most relevant factors affecting RQ in the context of Egyptian restaurants. This study can enable policymakers and restaurant owners to formulate social CRM strategies and achieve customer satisfaction properly. This study explores the mediation mechanism of SIECs on the relationship between dimensions of social CRM and RQ.