The Effect of Social CRM and Customer Orientation of Service Employee (COSE) On Customer Satisfaction

The aim of this study is to analyze the effect of Social Customer Relationship Management (Social CRM) and Customer Orientation of Service Employee (COSE) on Customer Satisfaction in the optical retail industry; specifically, at Amazon Optical in Padang, Indonesia. This study used a quantitative explanatory design. Data were collected from 138 customers who had purchased eyeglasses at Amazon Optical, followed its official Instagram account, and interacted through Instagram Direct Message (DM). A purposive sampling technique was used and the research instruments were adapted from validated previous studies. Furthermore, data analysis was conducted by using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that both Social CRM and COSE have a positive and significant effect on Customer Satisfaction. Social CRM practices, particularly personalized interactions via Instagram DM can enhance customer perceptions and satisfaction levels. Furthermore, employees’ customer-oriented behavior in face-to-face services significantly contributes to higher satisfaction among customers. Effective implementation of Social CRM strategies combined with strong customer orientation by service employees is crucial in order to improve customer satisfaction in the optical retail industry. In addition, the results emphasize the need for integrating social media-based relationship management with high-quality in-store service in order to strengthen customer relationships and sustain competitive advantage.