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Title:
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EXPLORING CORPORATE COMMUNICATION MANAGEMENT THROUGH CUSTOMER RELATIONS FROM THE MANAGERS' PERSPECTIVE |
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Author(s):
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Lide Baz, Izaskun Agirre-Aramburu and Garazi Azanza |
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ISBN:
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978-989-8704-73-3 |
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Editors:
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Adriana Backx Noronha Viana and Pedro Isaías |
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Year:
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2025 |
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Edition:
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Single |
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Keywords:
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Corporate Communication Management, Dimensions of Corporate Communication Management, Corporate Communication Management's Indicators, Customer Relations |
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Type:
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Poster/Demonstration |
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First Page:
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77 |
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Last Page:
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78 |
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Language:
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English |
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Cover:
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Full Contents:
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Paper Abstract:
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This study examines the emerging concept of Corporate Communication Management (CCM) from a practitioner perspective, with a focus on customer relationsa key driver of stakeholder engagement in the 21st century. Grounded in relationship marketing theory, it addresses a gap in the literature concerning the operationalization of CCM in customer-facing contexts and its influence on outcomes such as loyalty and profitability. Using a sequential mixed-method designcomprising 10 in-depth interviews with communication professionals and a survey (n = 50) in the Spanish industrial sectorthe study explores organizational strategies for customer interaction and their perceived effects. While the limited sample constrains generalizability, the findings offer valuable exploratory insights and a practitioner-informed conceptualization of CCM. The study seeks to make two main contributions: it aims to refine the scope of CCM by anchoring it in customer-oriented practices, and it addresses a measurement gap by identifying practitioner-led activities that enhance communication effectiveness. By incorporating practitioner perspectives, the study bridges theory and practice, contributing to the development of adaptable, stakeholder-centered communication strategies. The anticipated findings are expected to have practical implications for improving customer experience, reinforcing brand reputation, and supporting long-term organizational performance. |
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