Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation.

Shah, Syed Asim; Shoukat, Muhammad Haroon; Ahmad, Muhammad Shakil; Khan, Bilal

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by developing a new integrated SCRM model through self-congruity or self-congruence theory, which examines SMTs Use, online brand communities, SCRM Capabilities, customer engagement, customer loyalty, and university reputation. Using cross-sectional data from 400 students from Pakistani public universities, structure equation modeling applies to Smart PLS 3.2.7. Results indicate that all hypotheses have significant positive relationships, except SMTs use found insignificant with university reputation. Also, SCRM Capabilities mediate between SMTs use and university reputation, while customer engagement mediates between online brand communities and customer loyalty. This study indirectly supports public HEIs sustainability. Further, these findings contribute new knowledge to literature and theory.

BRAND communities; CUSTOMER relations; CUSTOMER relationship management; CUSTOMER loyalty; REPUTATION; SOCIAL media; VIRTUAL communities

Journal of Marketing for Higher Education, 2024, Vol 34, Issue 1, p344

0884-1241

Academic Journal

10.1080/08841241.2021.1991072