LITERATURE REVIEW ON THE EFFECT OF SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) IN THE MALAYSIAN EVENT MANAGEMENT INDUSTRY

Rakesh, Sarpal and Cheah, Zi Yin (2022) LITERATURE REVIEW ON THE EFFECT OF SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) IN THE MALAYSIAN EVENT MANAGEMENT INDUSTRY. Journal of Business and Social Sciences, 2022 (21). pp. 1-11. ISSN 2805-5187

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Abstract

This study aims to examine the impact of Social Customer Relationships Management in the Malaysia Event Industry and the result of Customer Engagement from social media experience. A total of 23 journal papers were thoroughly reviewed. This paper presents an insight into the importance of Customer Relationship Management in the Malaysian event industry and the transition of Traditional Customer Relationship Management to Social Customer Relationship management. Besides, it also focuses on implementing 5 Experiential Dimensions by Schmitt in social media activities to increase customer engagement. Finally, it discusses the level of customer engagement in social media activities and the outcomes.

Item Type: Article
Uncontrolled Keywords: Social Customer Relationship Management, Customer Experience, Social Media, Event Industry
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Depositing User: Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited: 31 Oct 2022 02:44
Last Modified: 31 Oct 2022 02:44
URI: http://eprints.intimal.edu.my/id/eprint/1684

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