أثر إدارة علاقات الزبائن الاجتماعية على جودة العلاقة مع الزبائن في ظل الدور الوسيط للقيمة المدركة

Abstract

This study aimed to determine the impact of Social Customer Relationship Management (S-CRM) on customer relationship quality, considering the mediating role of customer perceived value among customers of Ooredoo Algeria.

To achieve the study's objective, a descriptive research approach was adopted, and a questionnaire was used as the primary tool for data collection. The data were gathered from a convenience sample of 200 Ooredoo customers. The researchers also used SPSS V27 and SmartPLS 4 software to analyze the data and test the study hypotheses.

The study found a statistically significant effect of Social CRM, through the dimensions of information sharing and interaction and responsiveness management, on both customer perceived value and customer relationship quality. The results also showed a statistically significant effect of customer perceived value on customer relationship quality. Furthermore, the study revealed a partial mediating role of customer perceived value in the relationship between Social Customer Relationship Management and customer relationship quality.