Social Technologies and Their Impact on Customer Relationship Management in Services

This study examines the impact of social technologies on Customer Relationship Management (CRM) within the service sector, focusing on how digital platforms, social media networks, and data-driven communication tools transform customer interaction and organizational performance. The research aims to analyze the role of social technologies in improving customer engagement, satisfaction, loyalty, and service quality. A mixed methodological approach is applied, including qualitative literature review, comparative analysis of service firms, and quantitative assessment using secondary data from industry reports (OECD, World Bank, Statista, and academic journals). The study evaluates key CRM performance indicators such as customer retention rate, response time, personalization level, and customer satisfaction index. Findings indicate that social technologies significantly enhance CRM efficiency by enabling real-time communication, personalized marketing, and predictive customer analytics. Firms integrating social CRM tools demonstrate higher customer loyalty and improved service responsiveness compared to traditional CRM systems. Social technologies also facilitate co-creation of value between firms and customers, strengthening long-term relationships. Theoretical contributions of this study lie in integrating Social Exchange Theory and Digital Transformation Theory into CRM frameworks. Practically, the study suggests that service organizations should adopt AI-driven CRM systems, social listening tools, and omnichannel communication strategies. However, limitations include reliance on secondary data and variability across service industries. Future research should focus on sector-specific empirical testing and longitudinal analysis of social CRM systems.