Increasing Customer Loyalty in Food and Beverage MSMEs Through Social CRM

Micro, Small, and Medium Enterprises (MSME) in the food and beverage (F&B) industry have mostly used social customer relationship management (SCRM) approaches to promote customer loyalty (CL). This method is extensively adopted in the digital era since it is thought to improve consumer satisfaction. The primary goal of this study is to examine how SCRM affects customer loyalty through the mediation of customer engagement (CE), trust (TR), and enhanced customer service (ICS). This research received data from 350 respondents using Google Form and analyzed it using SmartPLS (SEM-PLS). The obtained data reveal that all hypotheses have a favorable and substantial effect on SCRM, CE, TR, ICS, and CL.