The Impact of Social CRM Capabilities and Customer Engagement on the Firm Performance: Mediating Role of Social Media Usage

Muhammad Azhar Bhatti (), Muhammad Farhan, Munawar Javed Ahmad and Muhammad Naeem Sharif
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Muhammad Azhar Bhatti: The Islamia University of Bahawalpur, Pakistan
Muhammad Farhan: Riphah International University, Islamabad, Pakistan
Munawar Javed Ahmad: Assistant Professor, Iqra University, Karachi, Pakistan
Muhammad Naeem Sharif: National College for Business Administration and Economics, Lahore. Bahawalpur Campus

Pakistan Journal of Humanities and Social Sciences, 2019, vol. 7, issue 3, p: 313-324

Abstract: This research aims to analyze the impact of social customer relationship management (CRM) capabilities and customer engagement on the firm performance in the textile industry of Pakistan. Another purpose of the article is to examine the mediating role of social media usage on the nexus of social CRM capabilities, customer relationship management and firm performance. The customer relation officers of textile industry situated in the Punjab province of Pakistan are the respondents and data were gather by using questionnaires and PLS-SEM was employed for hypotheses testing. The findings revealed that social CRM capabilities and customer engagement have positive nexus with the firm performance while social media usage positively mediates the relationship among the social CRM capabilities, customer relationship management and firm performance. These findings provide the guidance to the regulations making authorities that they should enhance their emphasis on the CRM capabilities, employee engagement and social media usage that enhance the firm performance.

Keywords: Social CRM Capabilities; Firm Performance; Customer Relationship Management; Social Media Usage (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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