The Effect of Social CRM and Customer Orientation of Service Employee (COSE) On Customer Satisfaction

Annatasya Putri; Syafrizal; Ma'ruf

doi:10.18535/ijsrm/v13i09.em01

Abstract

The aim of this study is to analyze the effect of Social Customer Relationship Management (Social CRM) and Customer Orientation of Service Employee (COSE) on Customer Satisfaction in the optical retail industry; specifically, at Amazon Optical in Padang, Indonesia. This study used a quantitative explanatory design. Data were collected from 138 customers who had purchased eyeglasses at Amazon Optical, followed its official Instagram account, and interacted through Instagram Direct Message (DM). A purposive sampling technique was used and the research instruments were adapted from validated previous studies. Furthermore, data analysis was conducted by using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that both Social CRM and COSE have a positive and significant effect on Customer Satisfaction. Social CRM practices, particularly personalized interactions via Instagram DM can enhance customer perceptions and satisfaction levels. Furthermore, employees’ customer-oriented behavior in face-to-face services significantly contributes to higher satisfaction among customers. Effective implementation of Social CRM strategies combined with strong customer orientation by service employees is crucial in order to improve customer satisfaction in the optical retail industry. In addition, the results emphasize the need for integrating social media-based relationship management with high-quality in-store service in order to strengthen customer relationships and sustain competitive advantage.

Keywords

Social CRMCustomer Orientation of Service EmployeeCustomer Satisfaction

References

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[refR-2] Adriel, K., Sudarman, M. B., Smith, B., & Mustikasari, F. (2024). The Effect Of Social Customer Relationships Management On Customer Loyalty In Indonesia’s E-Commerce. International Journal of Professional Business Review, 9(3), e04319. https://doi.org/10.26668/businessreview/2024.v9i3.4319DOI ↗Google Scholar ↗

[refR-3] Ahani, A., Rahim, N. Z. A., & Nilashi, M. (2017). Forecasting social CRM adoption in SMEs: A combined SEM-neural network method. Computers in Human Behavior, 75, 560–578. https://doi.org/10.1016/j.chb.2017.05.032DOI ↗Google Scholar ↗

[refR-4] Ahmed, Y. I., Abbas, T. M., & Kamal, M. A. (2021). The Impact of Online Communities-based Social Customer Relationship Management (S-CRM) on Customer Loyalty and Brand Image on Hotels. In JAAUTH) (Vol. 21, Issue 2). https://jaauth.journals.ekb.eg/Google Scholar ↗

[refR-5] Akroush, M. N., & Mahadin, B. K. (2019). An intervariable approach to customer satisfaction and loyalty in the internet service market. Internet Research, 29(4), 772–798. https://doi.org/10.1108/IntR-12-2017-0514DOI ↗Google Scholar ↗

[refR-6] Alshurideh, M. T., Al Kurdi, B., Alhamad, A., Hamadneh, S., Alzoubi, H. M., & Ahmad, A. (2023a). Does social customer relationship management (SCRM) affect customers’ happiness and retention? A service perspective. Uncertain Supply Chain Management, 11(1), 277–288. https://doi.org/10.5267/j.uscm.2022.9.015DOI ↗Google Scholar ↗

[refR-7] Arora, L., Singh, P., Bhatt, V., & Sharma, B. (2021). Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, 30(2–3), 215–234. https://doi.org/10.1080/12460125.2021.1881272DOI ↗Google Scholar ↗

[refR-8] Badan Pusat Statistik (BPS). (2022). Jumlah Penduduk Berumur 5 Tahun ke Atas yang Mengalami Kesulitan Mengurus Diri Sendiri menurut Kelompok Umur, Daerah Perkotaan/Perdesaan, Jenis Kelamin, dan Sebab Kesulitan Mengurus Diri Sendiri.Google Scholar ↗

[refR-9] Cheng, C. C. J., & Shiu, E. C. (2019). How to enhance SMEs customer involvement using social media: The role of Social CRM. International Small Business Journal: Researching Entrepreneurship, 37(1), 22–42. https://doi.org/10.1177/0266242618774831DOI ↗Google Scholar ↗

[refR-10] Darmayasa, G. N. A. R., & Yasa, N. N. K. (2021). influence of relationship marketing on customer loyalty. International Research Journal of Management, IT and Social Sciences, 8(6), 648–660. https://doi.org/10.21744/irjmis.v8n6.1963DOI ↗Google Scholar ↗

[refR-11] Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management: An integrated conceptual framework. Journal of Hospitality Marketing and Management, 28(2), 172–188. https://doi.org/10.1080/19368623.2018.1516588DOI ↗Google Scholar ↗

[refR-12] Emmanuel, A., & Walter, B. (2018). Customer Orientation of Service Employees and Customer Satisfaction. In International Journal of Social Sciences and Management Research (Vol. 4, Issue 6). www.iiardpub.orgGoogle Scholar ↗

[refR-13] Gonu, E., Agyei, P. M., Richard, O. K., & Asare-Larbi, M. (2023). Customer orientation, service quality and customer satisfaction interplay in the banking sector: An emerging market perspective. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2022.2163797DOI ↗Google Scholar ↗

[refR-14] Hamzah, A. A. bin, & Shamsudin, M. F. (2020). Why Customer Satisfaction Is Important To Business? (Vol. 2, Issue 1). www.jusst.abrn.asiaGoogle Scholar ↗

[refR-15] Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. In International Journal of Service Industry Management (Vol. 15, Issue 5, pp. 460–478). https://doi.org/10.1108/09564230410564939DOI ↗Google Scholar ↗

[refR-16] Imannury, D. M., & Syafrizal. (2020). “The Effect of Customer Orientation of Service Employee (COSE) to Customer Satisfaction, Customer Commitment and Relationship Outcome.” Issue 1. Ser. I, 22, 30–37. https://doi.org/10.9790/487X-2201013037DOI ↗Google Scholar ↗

[refR-17] Jalal, A. N., Bahari, M., & Tarofder, A. K. (2021). Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry. Heliyon, 7(5). https://doi.org/10.1016/j.heliyon.2021.e06913DOI ↗Google Scholar ↗

[refR-18] Kotler, P., & Keller, K. L. (2012). Marketing management 14th global edition (14th Global Ed.). New Jersey: Pearson.Google Scholar ↗

[refR-19] Lestari, S. I. P., Retnoning, A., Titien, A., Endang, M., Andriani, A., & Alfani, M. (2019). The Effect of Customer’s Orientation of Service Employee on Customer’s Satisfaction of Health Services. In Jl. Ketintang Madya VII (Vol. 57138, Issue 2).Google Scholar ↗

[refR-20] Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2023). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-09-2022-0202DOI ↗Google Scholar ↗

[refR-21] Novita, A. P. (2023). Penerapan CRM Sosial Untuk Meningkatkan Hubungan Pelanggan. Journal of Computer Science and Information Technology (JCSIT), 1(1).Google Scholar ↗

[refR-22] Nurfarida, I. N., Sarwoko, E., & Arief, M. (2021). The Impact of Social Media Adoption on Customer Orientation and SME Performance: An Empirical Study in Indonesia. Journal of Asian Finance, 8(6), 357–0365. https://doi.org/10.13106/jafeb.2021.vol8.no6.0357DOI ↗Google Scholar ↗

[refR-23] Statista Market Insights. (2024, June). Eyewear - Indonesia.Google Scholar ↗

[refR-24] We Are Social. (2024). Special Report Digital 2024.Google Scholar ↗

[refR-25] Yasiukovich, S., & Haddara, M. (2021). Social CRM in SMEs: A systematic literature review. Procedia Computer Science, 181, 535–544. https://doi.org/10.1016/j.procs.2021.01.200DOI ↗Google Scholar ↗

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