2025/04/19 by ZIKY, Rachid, BAHIDA, Hicham, ABRIANE, A.
paper · doi:10.48374/imist.prsm/ame-v7i1.48496
The advancements in social media have spawned an innovative method of customer relationship management known as social CRM. This approach aims to meet the demands of contemporary businesses by seeking to enhance the customer experience, thereby contributing to strengthening customer relationships. This article presents a qualitative study conducted among tourist accommodation establishments in the Souss Massa region. The objective is to explore the factors contributing to the development of social CRM capabilities within these establishments and the impact of these capabilities on customer relationship performance. To address this issue, semi-structured interviews were conducted with the managers of these establishments. The collected data were analyzed using Nvivo 10 software, relying on the method of content analysis. The results of the qualitative study show that establishments utilize two types of social media: social networks and review sites. These social media platforms constitute key factors in the development of social CRM capabilities. Similarly, the study reveals that social CRM capabilities have a positive impact on customer relationship performance. Finally, the effect of Covid-19 on the relationship between social CRM capabilities and customer relationship performance remains debated. However, the majority of interviewees revealed that the Covid-19 factor has no effect.