Purpose: This study explores the mediating role of social CRM in the effect of customer attractiveness and innovativeness on customer development. A descriptive-analytical design method, in which data were collected by a survey-based questionnaire and analyzed using structural equation modeling, was adopted. A sample of 400 participants working at banks in Kuwait was selected. A total of 373 questionnaires were used for data analysis purpose. The study found that Customer attractiveness and innovativeness are prerequisites of social CRM effectiveness, upon which companies depend to develop values provided to attractive and innovative customers. This study calls companies to segment their customers based on their attractiveness and innovations in order to keep their customers.
Volume 11 | 11-Special Issue