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Social media as a new alternative to CRM in managing customer complaints and service recovery strategies
Al-hamdan, Aljoharah
Al-hamdan, Aljoharah
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Abstract
Service quality plays an important role in affecting the customers' perception of the fast food restaurant; it can either lead to long-term relationship and attaining new customers or customers turn-over. Social media and its association with CRM systems have helped organizations with reaching out to various prospects and in handling complaints. So many scholarly literatures have examined the use of social media and CRM and analyzed their effectiveness in managing complaints and in creating customers' generated contents. This study conducted has relied on secondary sources which were provided from McDonald's database and the company's record to answer the research questions. These sources helped getting a better insight on different customers' complaint fi'om service failures and the corrective procedure needed to resolve and handle them effectively. The complaints were collected.from 300 customers.from different backgrounds. The result that this research was able to provide is that McDonald's is relying more on the social media as platform to reach out to customers. Yet, CRM is still one of the necessmy tools used to collect information about customers