The Impact of the Social Customer Relationship Management (SCRM) System on Customer Engagement in the Fast Food Industry in Sri Lanka

Abstract

Although Customer Relationship Management is an existing and well-known concept, Social Customer Relationship Management is a newly emerged concept that has been identified with social media. In existing literature, the significance of the Social Customer Relationship Management has been explained. In global and Sri Lankan context, there is a dearth of studies that explain the impact of the social customer relationship management (SCRM) / CRM 2.0 on customer engagement in fast-food industry. To fill this gap, this study is carried out to examine the impact of the social customer relationship management (SCRM) / CRM 2.0 on customer engagement in fast-food industry in Sri Lanka with special reference to the Colombo District in the Western province. The objectives of this study are to analyze the impact of social customer relationship management (SCRM) on customer engagement of fast-food industry in Sri Lanka; to suggest the ways of increasing the customer engagement of the fast-food industry in Sri Lanka. Initially 150 questionnaires were distributed to gather data from respondents. This study was carried out as a quantitative research, and the Statistical Package for Social Sciences (SPSS) version 21 was used to analyze the data. The research model was checked using Reliability analysis, Descriptive analysis, and Correlation and Regression analysis. Results of the study revealed that there is a significant relationship between social customer relationship management and customer engagement. The main limitation is that the sample is collected from a limited section of the society. Human phenomena changed occasionally due to many reasons.