Mediation Social Media Resonance Relationship Capability And Environmental Turbulence On Social Customer Relationship Management And Corporate Performance

Abstract

The business environment, especially in the culinary industry, is experiencing a decline in sales due to policies limiting people's activities caused by the natural phenomenon of the Covid-19 health crisis. Social media-resonance relationship capability becomes a solution when a company encounters problems caused by non-competitors, where the company can still reach and interact with customers through social media even if they cannot meet directly. This study analyzed the impact of social media-resonance relationship capability on the relationship between Social customer relationship management and the performance of fast food company at Cbezt restaurant in East Java. The samples for this study were all Cbezt restaurant managers spread throughout the region, namely East Java, Central Java, Bali, Sulawesi, and Kalimantan. All 154 Cbezt restaurant managers in East Java.The data of this study were collected are processed using theStructural Equation Modelling Analysis Of A Moment Structures. The results of this study showed that social media-resonance relationship capability and environmental turbulence mediated the influence of social CRM on corporate performance. Social CRM was found to directly significantly affected social media-resonance relationship capability. Furthermore, Social customer relationship management significantly affected the environmental turbulence, while social media-resonance relationship capability significantly and environmental turbulencesignificantly affectedcompany performance. This study also highlighted that social customer relationship management did not affect company performance since company performance will be greater through the roles of mediating variables.