Social CRM et rétention : l’essor de l’implication des clients

Alain Noël Sone Mbassi; Colette Jocelyne Muriel Mekoulou Atangana

doi:10.54695/comma.231.0139

Social CRM and retention: the rise of customer involvement

Authors

Alain Noël Sone Mbassi FSEG Université de Yaoundé II, Institut Supérieur de Commerce et d'Administration (ISCA), Centre d’Etudes et de Recherche en Economie et Gestion
Colette Jocelyne Muriel Mekoulou Atangana FSEG Université de Yaoundé II, Centre d’Etudes et de Recherche en Economie et Gestion

DOI:

https://doi.org/10.54695/comma.231.0139

Keywords:

scrm, trust, involvement, retention, social media

Abstract

The aim of this article is to analyse the effects of Social-CRM on customer involvement and retention. We draw on the marketing and information systems literature. Survey data from 134 companies located in Cameroon are analysed using a structural equation model, in particular the PLS method. Results reveal that the use of social media and information processing capacity have a positive effect on SCRM. SCRM has a positive effect on trust, which in turn positively affects customer involvement. Involvement has a positive effect on customer retention.

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Published

2026-04-27

How to Cite

Sone Mbassi, A. N., & Mekoulou Atangana, C. J. M. (2026). Social CRM and retention: the rise of customer involvement . COMMUNICATION & MANAGEMENT, 23(1), 0139-0162. https://doi.org/10.54695/comma.231.0139

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Issue

Vol. 23 No. 1 (2026): COMMUNICATION & MANAGEMENT

Section

Articles