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Keywords: Social CRM
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2024) 28 (4): 465–480.
Published: 27 November 2023
...Djihane Malki; Mohammed Bellahcene; Hela Latreche; Mohammed Terbeche; Razane Chroqui Purpose Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL). Design/methodology/approach...
