The Role of Social CRM in Enhancing the Customer Loyalty and Satisfaction in Jordan: Theoretical Framework

The current study aimed to demonstrate the importance of managing social customer relations in creating satisfaction and loyalty among customers of small and medium companies, which constitute an important core in the global economic sector, especially in developing countries such as Jordan. Accordingly, the current study relied on the comparison method of previous relevant studies to show the trends reached by these studies and to interpret them by reviewing the most important discussions. This study contributed by reviewing 20 articles that were published from 2015 to 2023, where the reviewed research was classified based on its handling of the issue of loyalty and satisfaction in managing social customer relations. After analyzing the discussions, the study showed a positive relationship between social customer relations management and customers, which is reflected positively on small and medium companies in reaching their customers’ satisfaction stage and then loyalty in light of the high competition in the business environment.