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 CRM
  • Customer Orientation of Service Employee
  • Customer Satisfaction

References

  1. Aburayya, A., Al Marzouqi, A., Akawadhii, D., Abdouli, F., & Taryam, M. (2020). An empirical investigation of the effect of employees’ customer orientation on customer loyalty through the mediating role of customer satisfaction and service quality. Management Science Letters, 10(10), 2147–2158.https://doi.org/10.5267/j.msl.2020.3.022
  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.v9i3.4319
  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.2017.05.032
  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/
  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-12-2017-0514
  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.2022.9.015
  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/10.1080/12460125.2021.1881272
  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.
  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/10.1177/0266242618774831
  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.v8n6.1963
  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/10.1080/19368623.2018.1516588
  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.org
  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/10.1080/23311975.2022.2163797
  14. Hamzah, A. A. bin, & Shamsudin, M. F. (2020). Why Customer Satisfaction Is Important To Business? (Vol. 2, Issue 1). www.jusst.abrn.asia
  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/10.1108/09564230410564939
  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-2201013037
  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.e06913
  18. Kotler, P., & Keller, K. L. (2012). Marketing management 14th global edition (14th Global Ed.). New Jersey: Pearson.
  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).
  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-09-2022-0202
  21. Novita, A. P. (2023). Penerapan CRM Sosial Untuk Meningkatkan Hubungan Pelanggan. Journal of Computer Science and Information Technology (JCSIT), 1(1).
  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.no6.0357
  23. Statista Market Insights. (2024, June). Eyewear - Indonesia.
  24. We Are Social. (2024). Special Report Digital 2024.
  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.2021.01.200
  26. Zahroh, S. F., Arimbawa, I. G., & Rochman, M. (2022). The Effect of Service Quality, Product Quality and Lifestyle on Repurchases Intention on Optical Nusa-Gedangan Sidoarjo. 3. http://world.journal.or.id/index.php/epdm