Assessing the impact of social CRM on customer attitudes towards brands

This study aims to explore the key factors shaping customer attitudes towards brands and evaluate the effectiveness of Social Customer Relationship Management (Social CRM) strategies.A quantitative research design was employed, complemented by qualitative insights gathered through open-ended survey questions.The data was collected via an online questionnaire targeting online shoppers, with statistical analysis conducted using SPSS for Multiple Regression and Factor Analysis.The findings indicate that young adults (aged 18-25) are the most active social media users, significantly influencing their brand perceptions.The majority of respondents were male, highlighting the need for gender-specific Social CRM strategies.YouTube and Instagram emerged as the most widely used platforms, necessitating a focus on visual and video content.Although customer satisfaction is generally high, there is room for improvement in the quality and speed of brand responses.Additionally, concerns around community involvement and privacy underscore the need for enhanced community-building initiatives and greater transparency.The study also revealed that customer attitudes are strongly influenced by brands' ability to fulfill promises and provide attentive service.Furthermore, increased purchase likelihood is closely tied to customer satisfaction, suggesting the need for further research into effective complaint resolution strategies.The study concludes that while current Social CRM practices positively impact customer attitudes, there is potential for improvement in engagement, responsiveness, and transparency to further enhance customer loyalty and satisfaction.Brands are advised to focus on content creation for dominant platforms like YouTube and Instagram, fulfill their resolution promises, prioritize timely and personalized responses, and invest in community-building initiatives.