Social customer relationship management capabilities and performance of small and medium-sized Peruvian companies

Social media is getting more popular, and MSEs must manage it to fulfill their strategic goals. To improve MSE performance, MSEs must modify their approach to customer relationship management and develop new administrative and marketing skills. This study's goal is to discover how social media may assist MSEs to improve their marketing strategy and performance. Thus, our study suggests that social CRM skills are critical when MSEs employ social media to improve MSE performance. A survey of 129 MSE managers in Jordan yielded data for regression analysis. With the use of resource-based theory, this study confirms a unique kind of social CRM capabilities and shows how social media may help maximize the effect of social CRM capabilities on MSE performance.