A Systematic Literature Review of Social CRM’s Impact on Customer Loyalty

We systematically review how Social CRM (SCRM) affects customer loyalty by synthesizing antecedents, processes, and outcomes (APO) across mainstream marketing outlets. Using a PRISMA-guided search with dual screening, we identify 130 peer-reviewed studies. A subset of 58 empirical SCRM investigations maps to our coding framework, and 28 report effect sizes eligible for meta-analysis. We conceptualize SCRM as an integrated strategy that uses social-platform data and dialogic engagement to augment CRM processes. Thematic synthesis reveals four process mechanisms—social listening, engagement, personalization, and co-creation—linking organizational/technological antecedents to outcomes. A sample-size-weighted meta-analysis estimates a moderate positive association between SCRM and customer loyalty (r ≈ 0.41). Effects are stronger when personalization and community co-creation co-occur and attenuated when loyalty is measured purely behaviorally (habit). We articulate boundary conditions (platform–market fit, data governance, switching costs) and practical implications for designing SCRM programs that measurably improve loyalty. This review contributes (i) a coherent APO framework grounded in mainstream literature, (ii) a quantitative benchmark for SCRM→loyalty, and (iii) a research agenda that reconciles differing conceptualizations of loyalty.