Abstract
Customer relationship management (CRM) has evolved significantly in recent years, from a strategy that focused exclusively on developing financial links with clients to one that fosters both transactional and interactional interactions. As a result, a new type of CRM called social customer relationship management (SCRM) or CRM 2.0 has emerged. This research presents and builds a conceptual model to address the connections between customer relationship management, social media technologies, customer engagement, positive word of mouth, and brand loyalty. Adding to the conventional relevance of customer relationship management, this study presents how Social CRM has become the need of the hour. This research would be helpful to both service and product-based organisation. A conceptual model has been developed to show how social media technologies lead to both positive word of mouth and brand loyalty. SCRM (social customer relationship management) is a new paradigm that influences customer-organization relationships by allowing customers to govern the connection via social media.
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