Social CRM –a paradigm transformation through social media
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Customer Relationship Management (CRM) is an established concept which is used to managecustomer lifecycle management through various technologies and process oriented tools.This study identifies how social media can be utilized in the CRM context for improved customer relationship management and to understand the potential of social CRM in the business environment. Recent changes in customer relationship theme and putting new media and network - based paradigm into practice makes it imperative to find how social networks affect CRM. The industry is witnessing a communication revo lution that is traversing from social media to social CRM. This new paradigm – Social CRM – recognizes that instead of just managing customers, the role of the business is to facilitate collaborative social experiences and dialogue that customers value. Gi ven the strategic relevance of CRM for organizations nowadays, the main objective of this study is to explain the role of social networks in customer relationship management by using its analysis, tools and aspects based on CRM models. We have provided a S CRM framework that is based on the traditional CRM models and incorporates social networks and its tools, methods and analysis
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There is no doubt that social media has taken the world by storm. While posing a threat to traditional marketing methods, it has also introduced a world of endless opportunities for brands. This study sought to investigate the effect of social media use on building brand equity with reference to three star hotels in Nairobi. To achieve this, primary data was collected using semi-structured questionnaires. The questionnaires were administered online through social media sites and email. Data was analyzed using descriptive statistics and presented in form of tables, pie charts and graphs. All participants had sufficient and regular experience with social media sites and were asked to discuss their experience in using social media to build the brand equity of their respective hotels. The findings demonstrated that the use of social media to build brand equity is in fact beneficial to the three star hotels in Nairobi County. According to the respondents, it increases brand awareness, improves brand image and brand loyalty, pointing to brand salience, fostering judgments and feelings and brand resonance respectively as per the brand resonance pyramid. Nonetheless, the use of social media may also affect all these aspects of a brand negatively leading to negative brand equity. This research only focused on the views of the marketing management and their equivalent. The researcher recommends a similar study to be conducted particularly with a view on the consumers of hotel services in Kenya. The researcher further recommends theoretical and empirical investigation into the use of social media with regards to the greater marketing field across industries. Nyamari, Roseline K (University of Nairobi, 2016)Utafiti huu umehusu namna ambavyo mtindo umetumika katika Utenzi wa Katirifu mswada wa Knappert (1979). Tumehakiki vipengele vya kimtindo ambavyo ni wahusika, taswira, dayalojia na tamathali nyingine za usemi zikiwemo ...
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