عنوان انگلیسی مقاله: 

Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM

ترجمه عنوان مقاله: استفاده از تکنولوژی رسانه های اجتماعی و عملکرد مدیریت مشتری: بررسی براساس قابلیت های CRM

رشته: مدیریت

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

http://modir123.com/photo%20site/D-modir123.com%20_2_.png دانلود اصل مقاله

 

Abstract

Abstract Social media technology usage …

This study examines how social media technology usage and customer-centricmanagement systems contribute to a firm-level capability of social customer relationship management (CRM). Drawing from the literature in marketing, information systems, and strategic management, the first contribution of this study is the conceptualization and measurement of social CRM capability. The second key contribution is the examination of how social CRM capability is influenced by both customer-centric management systems and social media technologies. These two resources are found to have an interactive effect on the formation of a firm-level capability that is shown to positively relate to customer relationship performance. The study analyzes data from 308 organizations using a structural equation modeling approach.

Keywords: Customer relationship management, CRM, Customer relationship performance, Information technology, Marketing capabilities, Social media technology

Introduction Social media technology usage …

Much like marketing managers in the late 1990s through early 2000s, who participated in the widespread deployment of customer relationship management (CRM) technologies, today’s managers are charged with integrating nascent technologies namely, social media applications with existing systems and processes to develop new capabilities that foster stronger relationships with customers. This merger of existing CRM systems with social media technology has given way to a new concept of CRM that incorporates a more collaborative and network focused approach to managing customer relationships.

The term social CRM has recently emerged to describe this new way of developing and maintaining customer relationships (Greenberg,2010). Marketing scholars have defined social CRM as the integration of customer-facing activities, including processes, systems, and technologies, with emergent social media applications to engage customers in collaborative conversations and enhance customer relationships (Greenberg, 2010; Trainor, 2012).

http://modir3-3.ir/images/drtrans.png

 

مطالب مرتبط