The effect of social customer relationship management on customer loyalty in Saudi Arabia

Abstract

The study focused on examining the social customer relationship management impacts on the customer loyalty of five-star hotels in Saudi Arabia. Customer relationship management included the dimensions of customer value, long-term partnership with the customer, customer knowledge, reliance on technology, trust, and social media communication. The study population consists of the customers of five-star hotels in Saudi Arabia. A convenience sample was taken from 500 customers, while the validly retrieved responses were 413. A quantitative approach was conducted in statistical analysis through SPSS and AMOS software. The study demonstrated that social customer relationship management dimensions are impacting the customer loyalty of five-star hotels in Saudi Arabia. Subsequently, the recommendations centered on the establishment of a complaints handling unit to speed up service, identify problems, identify the sites of deficiencies, and take the necessary and appropriate solutions to these problems.