ǂa ǂliterature review
Marjeta Marolt (Author), Andreja Pucihar (Author), Hans Dieter Zimmermann (Author)

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;

Data

Language: English
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UM FOV - Faculty of Organizational Sciences
UDC: 339.13
COBISS: 7494419 Link will open in a new window
ISSN: 1318-5454
Parent publication: Organizacija
Views: 974
Downloads: 124
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Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: Slovenian
Secondary title: Sprejetje družbenega CRM-ja in njegov vpliv na uspešnost poslovanja
Secondary abstract: Ozadje in namen: Družbeno upravljanje odnosov s strankami (družbeni CRM) je dokaj nov pristop, ki temelji na uporabi družbenih medijev pri upravljanju odnosov s strankami. Kljub prednostim, ki jih družbeni CRM prinaša, se mnoge organizacije šele spoznavajo s tem pristopom. Da organizacije ne bi uporabljale družbenih medijev samo za namen tržnega komuniciranja, temveč tudi za namen prodaje in poprodajnih aktivnostih, se morajo le-te zavedati dejavnikov, ki vplivajo na sprejetje družbenega CRM-ja in posledice sprejetja družbenega CRM-ja. Namen tega prispevka je podati pregled ugotovitev raziskav na področju sprejetja družbenega CRM-ja s poudarkom na dejavnikih in posledicah sprejetja. Metodologija: Da bi zagotoviti čim bolj celovit pogled nad sprejetjem družbenega CRM-ja, smo k pregledu literature pristopili sistematično. Iskali smo po prosto dostopnih podatkovnih bazah in zbornikih najbolj znanih konferenc s področij informacijskih sistemov in marketinga. Ugotovitve relevantnih prispevkov smo razvrstili v tri skupine: obseg sprejetja družbenega CRM-ja; dejavniki, ki vplivajo na sprejetje družbenega CRM-ja; posledice sprejetja družbenega CRM-ja. Rezultati: Kljub porastu literature zaradi aktualnosti področja, večina prispevkov družbeni CRM obravnava teoretično in podaja konceptualne modele. Zato ugotavljamo, da je potrebno modele empirično preveriti. Zaključek: Naše ugotovitve so potrdile, da mnogi raziskovalci pri raziskovanju področja sprejetja družbenega CRM-ja in njegovega vpliva na uspešnost poslovanja temeljijo na obstoječih teorijah in konceptih tradicionalnega CRM-ja. Kljub temu raziskovalci ugotavljajo pomanjkljivosti njihovih modelov in predlagajo nadaljnje prilagoditve oziroma razširitve teh modelov.
Secondary keywords: družbeni CRM;obseg sprejetja;dejavniki;posledice sprejetja;
URN: URN:NBN:SI
Type (COBISS): Scientific work
Pages: str. 260-271
Volume: ǂVol. ǂ48
Issue: ǂno. ǂ4
Chronology: nov. 2015
DOI: 10.1515/orga-2015-0022
ID: 9599685