The Effectiveness of NGOs Methods in Managing their Relations with Customers through Facebook during Corona virus in Enhancing Customer Loyalty

The main aim of this research is to identify how sample of NGO's in Egypt managing their customer relationship management (CRM), through their facebook pages, during Coronavirus crisis and its effects  on customers loyalty. How the customers realize CRM strategies,  methods, also to know if the CRM methods succeeded in increase customers loyalty during this crisis or not. The research objectives were, Identify customers trends towards NGO's in time of Coronavirus, Knowing he factors affected on their relations with NGO's Facebook pages during corona virus, Differentiate between the different methods of CRM and how customers realized it. While the research questions were، what are the customers reasons to use NGO's Facebook pages?, What are the most preferred topics by the customers?, What are the most CRM methods preferred by the customers?, What are the relationship between CRM methods and customers loyalty? The research included three hypotheses, the first one is, there is a relationship between the efficiency of organizations CRM through Facebook  and the customers  loyalty, the second one is, there is a statistically significant relationship between individuals (customers) relationship and NGO's according some variables like، Demographic variables, Expected benefits, the third hypothesis assume there are statistically significant differences between the respondents from the three groups (benefituries , fans, donors)  and between (page utilization rate, trust in the content provided at FB, expected benefits, feeling appreciated by the organization, loyalty to the organization) . The theoretical framework is IDIC Model developed by Peppers and Rogers, its suggest that the organization should adapt four parts to save their long term relations with customers( Identity, Differentiate, interaction, Customize). The research sample was 309 responses (101 donors,104 beneficturies,104 fans) . A survey  conducted on FB Users (309 Users)، from 15/4/2020 To 15/6/2020.
The most important results were  the rates of the respondents ’use of the pages came at an average rate of 55.7%, and advertisements and celebrities came at the top of the identity elements that the respondents identified the NGO's, the vast majority of respondents trusted to some extent in the information provided via Facebook pages by 53.7%, and 63.4% of the respondents believed that the effort made on the pages is a great effort, 51.9% of beneficiaries category have already benefited from the services offered through the organization's Facebook page during the crisis. The first hypothesis is achieved as there is a relationship between the efficiency of organizations CRM through Facebook  and the customers  loyalty, there was no relationship between the respondents from the donors and between  sense of appreciation by the organization , and some demographic variables.