ISSN: 2222-6990
Open access
Purpose: The aim of the study is to explore the perceived roles of Social CRM Practices on Organizational Performance from the perspective of senior officers of the Immigration Department of Malaysia. This research finding aims to help organization to practice the best Social CRM activities to improved service and productivity for the leader.
Design/Method: A Qualitative research method has been used in this study where twelve Social CRM practitioner of Senior Immigration Officers of Immigration Department of Malaysia have been interviewed. Content analysis technique was used to find out related variable and to evolve a research prepositions.
Findings: The outcome of the study identified the following findings: Social CRM practices (Key Customer Focus, Knowledge Management, Relationship Marketing, Social Customer Service and Customer Intimacy) were perceived to influence on organizational performance (customer satisfaction and perceived performance). Prepositions were formulated based on the study findings (interview) and literature reviews.
Research Limitations/ Implication: As the results, this study revealed that to improve organization performance Social CRM practices is crucial and has significant implication on customer satisfaction.
Originality: There are few research-based studies on Social CRM practices and organizational performance. This study specifically examines the perceived relationships of Social CRM practices (Key Customer Focus, Knowledge Management, Relationship Marketing, and Social Customer Service) and organizational performance (customer satisfaction and perceived performance) in Immigration Department in Malaysia.
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In-Text Citation: (Letchumannan et al., 2022)
To Cite this Article: Letchumannan, R., Bidin, R., Bolong, J., and Osman, M. N. (2022). Social Customer Relationship Management Practices And Organizational Performance In Public Sector: An Exploratory Study. International Journal of Academic Research in Business and Social Sciences. 12(5), 1738 – 1758
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