پديدآورندگان :
Ghahreman Rashin PhD Student of Ohio State University, Faculty of Human Science, Department of Consumer Science, Ohio State, Columbus, USA , Ebrahimzadeh Mohsen Master of Business Administration, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran , Kafche Parviz Assistant Professor, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran , Ghabeli Elahe Master Student of Business Administration, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran
كليدواژه :
Customer Relationship Management , Quality of Brand Communication , Brand Attachment , Customer Relationship Performance
چكيده فارسي :
This research aims to provide a customer relationship management model in social media. The study is an applied research based on the purpose of and a descriptive survey in terms of collecting data. 363 Customers of Hotels in Tehran participated in the research. They responded to the questionnaires of customer relationship orientation, customer interaction in social media, quality of brand communication, brand attachment, and customer relationship performance. Structural equations modeling using the least squares method with Smart-PLS software has been used to test the measurement pattern and research hypotheses. The results showed that the effect of customer relationship orientation on customer interaction in social media, customer relationship quality, brand attachment, and customer relationship performance is positive and significant. The impact of customer interaction in social media on customer relationship quality, brand attachment, and customer relationship performance is positive and significant. The impact of customer relationship quality on brand attachment and customer relationship performance is positive and significant. The impact of brand attachment on customer relationship performance is positive and significant.
