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1.
Social CRM adoption and its influence on customer relationship performance -SMEs perspective
Marjeta Marolt, 2018, doctoral dissertation

Abstract: Social media (SM) is challenging the traditional relationship between enterprises and customers. The flow of information has become multidirectional, interconnected and difficult to predict. In order to create superior customer experiences, enterprises need to systematically use SM together with other customer relationship management (CRM) technologies. Customer loyalty and satisfaction can only be achieved through effective use of social media. Despite a rich body of literature on CRM innovation adoption, there is lack of research on social CRM adoption and its use, especially with regard to micro, small and medium-sized enterprises (SMEs). Specifically, studies focus either on the of social CRM adoption factors or on the impact of social CRM use on customer relationship performance. Therefore, there is a need for comprehensive representation of the entire chain of social CRM adoption constituted by the adoption factors, the extent of social CRM adoption and its influence on customer relationship performance. The aim of this research is to provide a conceptual clarity of the extent of social CRM adoption and develop a research model for exploring the effect of different factors on the extent of social CRM adoption and the impact of the extent of social CRM adoption on customer relationship performance in the context of B2C SMEs. In order to achieve a more comprehensive overview of the phenomenon under investigation, this study employed an exploratory, sequential mixed method approach. Based on the literature review, semi-structured interviews were conducted with six purposefully selected B2C SMEs. The findings from the qualitative phase of the study were used to develop a research model that guided the quantitative phase of the study. The empirical data were collected using self-administrated questionnaires. The data analysis was based on 119 B2C SMEs in Slovenia. The findings confirmed that social CRM is a complex phenomenon even for SMEs and suggest two-dimensional conceptualization of the extent of social CRM use: customer-facing processes and relational information processes. Regarding the factors of the extent of social CRM use our findings revealed that they are diverse, ranging from technological, organizational, to environmental. Furthermore, empirical evidence from this research also suggests that extensive use of social CRM positively affects customer relationship performance. All in all, through the theoretical discussion and empirical assessment, the thesis provides more detailed insights into the B2C SMEs social CRM adoption situation and provides a basis for further research.
Keywords: social CRM, extent of social CRM adoption, adoption factors, customer relationship performance
Published: 24.07.2018; Views: 1127; Downloads: 171
.pdf Full text (2,70 MB)

2.
Social CRM adoption and its impact on performance outcomes
Marjeta Marolt, Andreja Pucihar, Hans Dieter Zimmermann, 2015, original scientific article

Abstract: Background and Purpose: Social customer relationship management (social CRM) is an emerging concept that integrates traditional CRM and social media in order to provide benefits for organizations and customers. Despite the benefits that social CRM can bring, many organizations are still at the early stage of adoption. To move beyond social marketing and to exploit opportunities offered by sales and customer service, organizations need to be aware of factors that drive social CRM adoption and different implications of social CRM adoption for performance outcomes. This paper aims to provide a review of scholarly literature on social CRM adoption with the focus on factors and performance outcomes. Design/Methodology/Approach: To provide a comprehensive view of social CRM adoption and its impact on performance outcomes, the publications of interest include scholarly journal papers from information systems and marketing disciplines and conference proceedings. Selected publications were reviewed, and findings classified into three categories: the extent of social CRM adoption, the factors influencing CRM adoption, and the impact of social CRM on performance outcomes. Results: It appears that several issues regarding social CRM adoption and its implications for performance outcomes as well as the actual use of social media in the context of CRM need additional empirical support. Conclusion: Our observations have confirmed that many researchers proposed social CRM models based on existing theories and concepts of traditional CRM. Nevertheless, some specifics of social media implications on CRM have been overlooked. The researchers therefore suggest further adjustment/extension of their models.
Keywords: social CRM, extent of adoption, factors
Published: 04.04.2017; Views: 855; Downloads: 108
.pdf Full text (734,44 KB)
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