أثر إدارة علاقات الزبائن الاجتماعية على القيمة المدركة للزبون

Abstract

This study aimed to examine the effect of social customer relationship management on enhancing customer perceived value at Ooredoo. To achieve this objective, the descriptive approach was adopted, and a questionnaire was used as the main tool for data collection from a sample of 200 Ooredoo customers. The collected data were analyzed using SPSS software. The study found a statistically significant positive effect of social customer relationship management, through its dimensions of information sharing, customer interaction management, and responsiveness, on enhancing customer perceived value. The results also showed that customers’ perceived value was high, particularly in terms of quality/performance value. Accordingly, the study recommended improving digital responsiveness to customers, providing clear information about offers and services, and enhancing service quality in a way that supports customers’ perceived value.