The Impact of Social Customer Relationship Management (SCRM) on Brand Loyalty and Brand Trust in Telecommunication Sector in Egypt

Social customer relationship management (SCRM) refers to the incorporation of social media (SM) platforms into the existing framework of customer relationship management (CRM) strategies. CRM practices are being progressively enhanced to integrate SM platforms. Hence, this research attempts to investigate the effect of SCRM on brand loyalty (BL) and brand trust (BT) within the telecommunications industry in Egypt. This sector is dominated by four large corporations: Vodafone, Orange, Etisalat, and WE. This study employed a convenience sampling technique of 456 consumers via online questionnaire. The findings highlighted the significant influence of SCRM on brand loyalty and brand trust. This research provides valuable guidance to marketers on advancing BL and BT through the effective utilization of SCRM.