THE ROLE OF SOCIAL

MEDIA ON ENHANCING
CRM AND CUSTOMER’S
EQUITY

By: Daniyal Ali

 Social Media is popular medium all over the world

Introduction
Increased number of users purchase through online stores

Individuals are hesitant to undertake online shopping 

To utilize social media to improve customer relationship

management by giving support that converts their intents
to make purchases and retains the customers
 What is the impact of social media
marketing on enhancing CRM and
customer’s loyalty

Research Question
Hypothesis H0: Social Media Marketing enhances
the customer’s retention and the loyalty
towards a firm

H1: Social Media Marketing does not

enhance customer’s retention and
loyalty towards a firm. 
Objectives

Customer Care
Deduce variables based on the  Brand Awareness

research questions Customer Satisfaction

Word-Of-Mouth

Conduct primary research  through 141 credible responses were  amassed and were analyzed  through SPSS.
questionnaire

Frequency Tables 
Discuss and analyze results Cross Tabs
Pie charts & Histograms  for demographics
 Demographics

Results and • 141 responses were  generated; 76 were males & 

64 were females. 
• The dominant age group is  18 - 23 with 87.7%
Discussion of total  responses.

Key Findings

• 43% stated they express post-purchase

dissatisfaction over social media
• Customized services offered have significant
impact on loyalty
• 91.5% believed that good customer support leads
them to re-purchase
 Results and Discussion
Cross-Tabulations
 Relationship brand awareness and its influence on
buying decision
 Strong brand awareness for various brands, but these
did not influence their buying decision
 Insignificant relationship
 Relationship customer loyalty and customer support 
 Significant relationship
 Supported with literature review
Limitations

01 02
Small sample size of 140 Less familiarity with terms
respondents  included in the
questionnaire  resulted in
not fully accurate
responses
03
Similar socio-economic
classes resulted in similar
responses
THANK YOU