Social CRM adoption and its influence on customer relationship performance -SMEs perspective

doctoral dissertation

Marjeta Marolt (Author), Andreja Pucihar (Mentor), Hans Dieter Zimmermann (Co-mentor)

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;dissertation;

Data

Language:	English
Year of publishing:	2018
Typology:	2.08 - Doctoral Dissertation
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[M. Marolt]
UDC:	339.13:659.2:004(043.3)
COBISS:	8037139
Views:	1316
Downloads:	193
Average score:	0 (0 votes)
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Other data

Secondary language:	Slovenian
Secondary title:	Sprejetje družbenega upravljanja odnosov s strankami in njegov vpliv na učinkovitost odnosov s strankami - vidik malih in srednje velikih podjetij
Secondary abstract:	Družbeni mediji predstavljajo izziv tradicionalnemu odnosu med podjetjem in stranko. Pretok informacij je postal večsmeren in zato težko predvidljiv. Da bi dosegli vrhunske izkušnje strank, morajo podjetja sistematično pristopiti k uporabi družbenih medijev skupaj z drugimi tehnologijami za upravljanje odnosov s strankami (družbeni CRM). Zavedati se morajo, da samo učinkovita uporaba družbenega CRM lahko vpliva na večje zadovoljstvo strank in njihovo lojalnost. Medtem ko obstajajo številne raziskave, ki so osredotočene na sprejetje upravljanja odnosov s strankami, raziskav na področju družbenega CRM primanjkuje, predvsem v kontekstu malih in srednje velikih podjetij (MSP). Nadalje, nekatere raziskave obravnavajo dejavnike, ki vplivajo na sprejetost družbenega CRM, medtem ko so druge osredotočene predvsem na učinke, ki jih prinaša sprejetost družbenega CRM. Tako nimamo celovitega pogleda na dejavnike, ki vplivajo na obseg sprejetja družbenega CRM in na njegov vpliv na učinkovitost upravljanja odnosov s strankami. Namen pričujoče doktorske disertacije je prispevati k poglobljenemu razumevanju uporabe družbenega CRM v MSP, ki poslujejo s končnimi strankami in razviti model, ki bo obravnaval povezave med dejavniki in obsegom sprejetosti družbenega CRM ter obsegom sprejetosti družbenega CRM in učinkovitostjo upravljanja odnosov s strankami. V ta namen je bila izvedena raziskava, ki združuje kvalitativni in kvantitativni pristop. Na podlagi spoznanj, pridobljenih pri pregledu relevantne literature, so se izvedli polstrukturirani intervjuji s šestimi namerno izbranimi MSP, ki poslujejo s končnimi strankami. Spoznanja, pridobljena v kvalitativni fazi raziskave, so bila upoštevana pri pripravi raziskovalnega modela. Ta je predstavljal temelj za izvedbo kvantitativne faze raziskave. V tej fazi se je s pomočjo spletnega vprašalnika pridobilo in analiziralo podatek 119 vprašalnikov. Rezultati potrjujejo, da je družbeni CRM kompleksen fenomen, tudi v kontekstu MSP. Poleg tega rezultati kažejo, da je obseg sprejetosti družbenega CRM v MSP, ki poslujejo s končnimi strankami, sestavljen iz dveh dimenzij: procesi, usmerjeni v stranke, in relacijski informacijski procesi. Rezultati glede vpliva dejavnikov na obseg sprejetja družbenega CRM kažejo na to, da so le-ti raznoliki, od tehnoloških in organizacijskih do okoljskih. Nadalje rezultati nakazujejo, da obseg sprejetja družbenega CRM vpliva na učinkovitost upravljanja odnosov s strankami. To je prvi poskus celovite obravnave sprejetosti družbenega CRM v MSP, ki poslujejo s končnimi strankami. Predlagani raziskovalni model tako ponuja številna izhodišča za nadaljnje raziskave.
Secondary keywords:	družbeni CRM;obseg sprejetja družbenega CRM;dejavniki sprejetosti;učinkovitost upravljanja odnosov s strankami;disertacije;
URN:	URN:SI:UM:
Type (COBISS):	Dissertation
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	145 str.
ID:	10919286