Structural Model for Analyzing the Impact of Social CRM on Customer Relationship Performance in Automotive Manufacturing Company

Abstract

Social Customer Relationship Management (S-CRM) has been widely adopted by companies, including Indonesia's Automotive Manufacturing Companies (AMC). The adoption of S-CRM is aimed at enhancing customer relationship performance. However, there is limited research on implementing S-CRM can effectively support Customer Relationship Performance (CRP) in AMC. To address this gap, this research describes the conceptual model that illustrates the impact of S-CRM and other related factors on supporting CRP in AMC using Partial Least Square Modeling (PLS-SEM) method. The research's results reveal seven variables, eight hypotheses, and 45 indicators that can be used to increase CRP in AMC by implementing S-CRM. Result showed that only seven out of eight hypotheses are supported. This research can be used to provide recommendations for future studies on CRP in AMC, contributes to developing knowledge regarding integrating S-CRM in AMC and provides a basis for further research to enhance CRP in the company.