The Integration Between Social Media and Customer Relationship Management: The Reliability Analysis

Most organization fully utilize social media (SocMed) for their operations in response to Pandemic COVID-19. SocMed, i.e., e-commerce has attracted more users to use and studies found that SocMed manages Customer Relationship and indirectly influences business performance. Customer Relationship Management (CRM) has been used for quite sometimes ago by most organizations. However, studies claimed that organization did not fully utilize the features of CRM. They just keep customer information without doing anything for future strategic planning, competitive advantage, decision-making, and much more. Therefore, this chapter aims to investigate the concept of integration between SocMed and CRM. SPSS version 26 has been used in analyzing the descriptive analysis, i.e., demographic profile and reliability analysis. The results show that all the variables surpass the cutoff value for the pilot test. This pilot study is giving an insight to the researchers in pursuing the data collection.