Strategic approaches effective social CRM implementation in service organizations

(On the case study of Air Market LLC)

Erdenechimeg Erdenetsetseg¹*, Tserendavaa Purevjal², Ariunaa Chogsom³, Ariunchimeg Borkhuu⁴

*Corresponding Author: Erdenechimeg Erdenetsetseg

¹Professor, Department of Business Administration, the University of the Humanities, Ulaanbaatar, Mongolia, erdenechimeg@humanities.mn,
²Senior lecturer, Department of Business Administration, the University of the Humanities, Ulaanbaatar, Mongolia, tserendavaa.p@humanities.mn,
³Lecturer, Department of English Language, the University of the Humanities, Ulaanbaatar, Mongolia, ariunaa@humanities.mn,
⁴Ph.D. student in Public Management, the University of the Humanities, Ulaanbaatar, Mongolia. Executive Director of the AirMarket LLC, Mongolia, ariunaa60002@gmail.com

Digital Object Identifier: 

https://doi.org/10.53468/mifyr.2025.05.01.50

Abstract- This study aimed to define strategic approaches for the successful implementation of social CRM within organizations. Based on the Social CRM House Model, a hypothesis was proposed that the use of social CRM positively influences an organization’s financial performance. Survey results support the hypothesis: 70% of companies use social media to engage with customers, while 80% of customers expect companies to communicate via social platforms. These findings highlight the crucial role of social media in enhancing customer engagement. By applying the strategies proposed in this study, organizations can retain customers and improve market competitiveness.

Keywords: Relationship management; CRM strategy; CRM house model; Engagement, Brand loyalty, Employee skills, Financial performance

Article History: Received 16 February 2025, Received in revised form 18 February 2025, Accepted 21 March 2025

Download file: httpsdoi.org10.53468mifyr.2025.05.01.50