Nottingham University Business School
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Nur Thara Atikah Zainal

Masters of Business Administration

Room: B26 (South Building)
Tel: +44 (0) 115 8467751

Current Status: Resubmission
Year of Registration: 2014
Expected Completion Date: /10/2017

Primary Funding Source:
Ministry of Education Malaysia

Research Topic:
The Relationship between Social Customer Relationship Management and Customer Engagement An Exploratory Study

Research Details:
The emergence of social media has empowered customers allowing them to express their opinions and feelings on social media. Customers also interact with companies on their own terms. Companies no longer have control over the conversations taking place between customers and customers, as well those between the company and its customer. To respond to these empowered customers and improve trust, companies have integrated social media technologies and customer relationship management (CRM) to form a strategy called social CRM, which serves as a means of customer engagement. Hence, the broad aim of this study is to understand the concept of social CRM

Research Supervisor/s: Deborah Roberts and Sally McKechnie

Division: Marketing

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Nottingham University Business School

Jubilee Campus

telephone: +44 (0) 115 846 6602
fax: +44 (0) 115 846 6667