The Influence of Digital CRM on Customer Engagement Among Generation Z Consumers in Hyderabad

Author

Dr. Md. Mazhar and Duppati Namrutha


Abstract

 Digital Customer Relationship Management (Digital CRM) has emerged as one of the crucial digital means for brands to engage with customers via social networks, mobile platforms, customized offers, tips and advice, communications and more. Digital interactions are shaping the relationship Generation Z has with brands, and they are very comfortable with digital platforms. In this study, the relationship between Digital CRM and Customer engagement among Generation Z consumers in Hyderabad is studied. The research method used was quantitative research--cross sectional research, with the technique of a structured questionnaire and 91 respondents were retrieved. The responses were analyzed by descriptive statistics, mean, median, mode, standard deviation, reliability analysis, correlation and regression. The results indicate that there is a significant positive correlation in customer engagement with Digital CRM practices (r = 0.685, p< 0.001). The regression analysis also shows that Digital CRM practices explain 46.9% of the variation in customer engagement among the respondents. High positive customer engagement also strongly correlated with other digital CRM variables, such as personalized messages and notifications (r = 0.702) and perceived influence of Digital CRM on brand relationships (r = 0.707). The result bolsters the need for a more tailored and consistent approach to digital engagement in the market, looking at involvement from the point of view of Generation Z consumers in Hyderabad. It offers valuable knowledge for brands who want to enhance their digital customer relationship strategies.



Keywords

Digital CRM, Customer Engagement, Generation Z, Personalization, Digital Marketing, Customer Relationship Management, Hyderabad



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References


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  1. ANNEXURE

QUESTIONNAIRE

  1. What is your age?
  2. What is your gender?
  3. What is your current occupation?
  4. What is your monthly income/pocket money?
  5. How long have you been living in Hyderabad?
  6. How familiar are you with Digital CRM (Customer Relationship Management)?
  7. How often do you interact with brands through digital channels?
  8. Which digital channels do you use to interact with brands?
  9. How often do you receive personalized offers or recommendations from brands?
  10. Do you use brand mobile apps for purchases or services?
  11. Digital CRM has increased my engagement with brands.
  12. How satisfied are you with the digital customer relationship services provided by brands?
  13. Overall, how much does Digital CRM influence your relationship with a brand?
  14. How often do brands send you personalized messages or notifications?
  15. Personalized recommendations from brands help me discover products that I like.
  16. I remain loyal to brands that provide personalized digital experiences.
  17. I am more likely to recommend a brand that provides good digital customer service.
  18. Positive interactions with a brand increase my willingness to purchase from it again.
  19. I feel emotionally connected to brands that interact with me regularly online.
  20. Overall, Digital CRM has a positive effect on my engagement with brands.

 


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