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All Journal International Journal of Supply Chain Management
Anna Korombel
Faculty of Management, Czestochowa University of Technology
Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Transportation

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Generation Z Customer Orientation as an Element of Social Customer Relationship Management Olga Lawinska; Anna Korombel
International Journal of Supply Chain Management Vol 10, No 5 (2021): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

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Abstract

Building relationships with Generation Z on social media is becoming a challenge for present-day enterprises. Gen Zers have a huge purchasing power, and by 2030 they will be the largest customer base. Customer orientation, as an element of social CRM, enables enterprises to build relationships with customers by appropriately responding to the needs and preferences of their existing and future customers. The aim of the paper was to identify the expectations of surveyed representatives of Gen Zers towards the benefits of customer-company interactions on social media. The study of Generation Z attitudes towards brands on social media is part of broader research conducted by the authors among students in Poland and Great Britain in 2020. The method used in the study was a survey, as part of which the CATI surveying technique was used. For analysis of the study material, descriptive statistics measures were used. Analysis of the collected empirical data provided the basis for verifying the research hypotheses. The findings show what benefits of following a brand on social media by respondents were significant in both the analysed countries. Additionally, the strength of the relationships between the analysed variables and the respondent's gender and place of residence was verified.
Social Media in Building Relationships Between Companies and Representatives of Generation Z in the CRM Concept Anna Korombel; Olga Lawinska
International Journal of Supply Chain Management Vol 10, No 5 (2021): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Building social media relationships with Generation Z members is a huge challenge for today’s enterprises, not only because they are the least studied generation, but also because they represent different values than those of the previous generations. It is important that both sides of the relationship – the customer and the entrepreneur – are on social media at the same time and in the same place. This would enable communication and relationship building. The aim of the paper was to identify social networking portals, which are most often used by the representatives of Generation Z as an element of building relationships with companies. The study of Generation Z attitudes towards brands on social media is part of broader research conducted by the authors among students in Poland and Great Britain in 2020. The method used in the study was a survey, as part of which the CATI surveying technique was used. For analysis of the study material, descriptive statistics measures were used. Analysis of the collected empirical data provided the basis for verifying the research hypotheses. The findings show which social networking portals are most often used by respondents of Generation Z in customer-company relationships. Additionally, the strength of the relationships between the analysed variables and the respondent's gender and place of residence was verified.
Co-Authors Olga Lawinska