The Effect of Social Media on Customer Relationship Management in Media Corporations: a Case Study of Nbs Television
Author: SSEBUNYA MIKE
Supervisor: Mugerwa Richard
Customer Relationship Management has for long been a business practice that entails utilizing extensive strategies and engineering to find, obtain, and develop advantaged customers, and hence maintain long-term partnerships between businesses and their customers. Businesses have employed a number of approaches as regards the proper management of their customer relationships. With the introduction and growth in the usage of Social Media, there arose opportunities for better incorporation of Social Media in the Customer Relationship Management efforts of business organisations. However, despite the existence of Social Media, business organisations have not laid down proper strategies that could best help to manage their customer relationships. The purpose of this research was to explore the effect of Social Media on Customer Relationship Management in Media corporations with NBS Television being the research case study; and strictly looked at the impact of Facebook on Customer Relationship Management, the relationship between Blogs and Customer Relationship Management and the effect of YouTube on Customer Relationship Management. Both the descriptive research design and case study design were employed through use of questionnaires and the interview guide. A sample 0f 44 correspondents was used out of a population of 52 people and researcher managed to receive 38 questionnaires. The findings were analysed with the use of computer package- SPSS Version 16. The study findings revealed that Facebook had a perfect relationship with Customer Relationship Management (r=.962**, p≤0.001); Blogs do not directly affect Customer Relationship Management (r=-0.088, p≥0.5) and YouTube’s impact on the customer relationships was minimal (r=0.348*, p≤0.05). The general impression of the research indicated that Media corporations had not done enough in as far as clearly setting strategies directed towards achieving the best out of Social Media in their Customer Relationship Management efforts. Media corporations were recommended to adopt other Social Media platforms like Twitter, mobile applications, Instagram among others since many people are diversely engaging a number of Social Media platforms. Further research is also required since this particular research concentrated around the organisational employees.