Investigating the Role of Social Customer Relationships on Customer Performance; An Empirical Investigation of Pakistan’s (Islamabad/Rawalpindi) Bakery Industry

Abstract

Background-The previous researches were considering many variables at a time. Those researches were more inclined towards the businesses that are more profit oriented rather being customer oriented. Design/Methodology-This research consists of one independent variable that is social customer relationship management (SCRM), one mediating variable service innovation (SI) and two dependent variables that are customer performance (CP) and financial performance (FP). The data was gathered via using questionnaire that was made on google forms, then this questionnaire was floated on different social media platforms. The data was collected from a sample size of 300 participants. The data gathered was arranged and analyzed by using SPSS 20. Different tests and analysis were done using SPSS 20, those tests are reliability, frequency, regression, correlation, mediation and MANOVA. Findings-The results are proven to be positively significant, SCRM has a positive relationship with CP and FP and this relationship is further enhanced by the intervention of the mediating variable SI. This relationship helps increase and boost CP and FP for the bakery industry. The recommendations for future are given in the end of the research paper. Some constraints were faced by the researcher that includes the lack of resources and time constraint. This study can be improved by adding more variables for analyzing the impact of SCRM and SI.