Exploring the Use of Twitter to Improve Customer Relationship Management Within Saudi Telecommunication Company STC

Abstract

The changing landscape of business in the digital age has made it possible to manage customers through online platforms. These platforms include the use of social media, which can be used to enhance customer engagement, brand awareness, as well as attract and retain potential customers. In this regard, the current study investigates how Twitter can be used in Customer Relationship Management during the rising prominence of the platform as a social media interaction avenue. Using benchmark comparison, the particular focus is on how Saudi Arabian telecom companies use Twitter as another form in enhancing its CRM. Therefore, the study will analyse four competing companies’ Twitter and compare it with STC’s to find the best practice on this field. Also, using systematic literature review (Meta-synthesis), the study finds the best practices within predefined articles and analyse what STC can achieve in using Twitter to improve CRM. Accordingly, the study reveals that STC’s Twitter account is second active among the others even though having highest following. Therefore, STC should improve on responding to customers’ inquiries, complaints and suggestions on Twitter to build positive brand attitudes positive perceptions, purchase intentions, and consumer loyalty.