Using Social Media to Influence CRM and Loyalty: Case Study of Restaurant Industry

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Author(s): Rozita Shahbaz Keshvari (Islamic Azad University, Iran)
Copyright: 2015
Pages: 24
Source title: Strategic Customer Relationship Management in the Age of Social Media
Source Author(s)/Editor(s): Amir Khanlari (University of Tehran, Iran)
DOI: 10.4018/978-1-4666-8586-4.ch013

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This chapter explores the influence of social media in Customer Relationship Management that leads to Customer loyalty. The social media in restaurant is recognized as an essential component of the customer satisfaction and therefore it is a cornerstone of the success of CRM and customer loyalty through social media nowadays. The purpose of this chapter is to investigate how Restaurant industry can harness the power of social media by utilizing CRM that leads to Customer loyalty. The problem is approached applying both the restaurants perspective and the customer perspective. The recent explosion in social media usage, combined with the transformation of the consumer into a “consume' activist”, has permanently changed the relationship between a restaurant and its customers. There were two interviews conducted for 384 restaurants collected and analyzed for the research. The results proved that Social media can be an excellent channel for building long-lasting customer relationships in restaurants.

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Using Social Media to Influence CRM and Loyalty: Case Study of Restaurant Industry

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