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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 in DKUM: 24.07.2018; Views: 2019; Downloads: 244
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