Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises

Marolt, Marjeta; Zimmermann, Hans Dieter; Žnidaršič, Anja; Pucihar, Andreja

doi:10.4067/s0718-18762020000200104

Cited by 46 publications

(27 citation statements)

References 99 publications

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“…Privacy is an important concern in the social CRM that must be addressed transparently to the clients before the adoption. Most web users concerned with their personal data and how it's been used and with what purpose, hence social CRM platforms must attain, control and protect the client's personal information for more effective engagement ( Marolt et al., 2020 ).…”

Section: Discussionmentioning

confidence: 99%

Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry

Jalal

Bahari

Tarofder

2021

Heliyon

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The unprecedented growth of social media usage questions the conventional customer relationship management (CRM). Social CRM strategy is a novel version of CRM empowered by social media technology that offers a new way of managing relationships with customers effectively. The aims of this study are two-fold, examining the important determinants of the successful adoption of the social CRM; and to validate the outcomes on this novel social CRM adoption in the healthcare industry. The proposed adoption model of this study derived with theoretical support from TOE, DOI and ISS theories in IS/IT, social media, and CRM literatures. This undertaking focuses on the use of structural equations modelling, to examine a theoretical social CRM (Social Customer Relationship Management) model involving 17 Iraqi hospitals, and a sample total of 428. The model's principal independent constructs are associated to the viewpoint of top management, IT staff and operational staff, regarding the grounds for social CRM adoption, the operations performed on social CRM, and the themes employed. PLS-SEM was applied for statistical analysis, to evaluate the hypnotized linkages between the variables. The results show that, social CRM adoption has a tremendous impact on healthcare organizations with its perceived benefits. According to the results attained, all constructs have significant impact on social CRM adoption except for leadership knowledge. Consequently, adoption results in remarkable outcomes that gives credence to the intervening performance of social CRM. Following an examination of the model, which included a scrutiny of its pathways, we are of the view that the concerns, past history, and potential let-downs with regards to social CRM adoption, need to be thoroughly investigated. This study is one of the few researches that provide the in-depth knowledge about the constructs impacting CRM transformation and the benefits attained. The results can guide healthcare providers during their efforts to develop effective marketing techniques, and advance the perceived benefits, particularly in the healthcare profession. Moreover, this study contributes to the IS literature by suggesting the empirically extended TOE model which advances the conventional TOE model.

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Section: Discussionmentioning

confidence: 99%

Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry

Jalal

Bahari

Tarofder

2021

Heliyon

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“…CRM Sebagai Teknologi Bagi UMKM Teori adopsi teknologi telah banyak diungkapkan oleh para peneliti, khusus untuk aktivitas bisnis yang menyasar konteks Customers Relationship Management (CRM) terdapat beberapa teori yang diaplikasikan salah satunya adalah Unified Theory of Acceptance and Use of Technology (UTAUT) (Marolt et al 2020). Penelitian ini mengkaji adopsi teknologi dalam konteks UMKM dengan menggunakan model UTAUT 2 karena indikator dalam variabel UTAUT 2 ini relevan dengan karakteristik UMKM.…”

Section: Kajian Literaturunclassified

“…Media sosial memang dapat sangat membantu UMKM untuk dapat bersaing karena dapat dengan mudah menginformasikan berbagai penawaran kepada khalayak luas, namun dibalik kemudahannya efektifitas penggunaan media sosial dalam konteks peningkatan penjualan belum dapat diukur dengan jelas, hal ini dikarenakan kemampuan dari UMKM yang cenderung bermasalah adalah aspek SDM dan pengelolaan teknologi. Hal inilah yang menjadikan UMKM tetap kehilangan peluang untuk meningkatkan performanya dalam aktivitas pemasaran dan penjualan (Marolt et al 2020). Oleh karena itu penelitian ini akan difokuskan pada implementasi media sosial sebagai bagian teknologi dalam bisnis berskala kecil dan menengah, karena pada dasarnya banyak sekali pelaku bisnis yang menggunakan media sosial untuk menjalin hubungan dengan pelanggannya tapi tidak digunakan sebagai tools bisnis (Ahmad, Abu Bakar, and Ahmad 2019), kemudian karena bisnis dengan skala ini merupakan dominasi kegiatan bisnis di Indonesia dengan jumlah tidak kurang dari 64.194.057 pelaku usaha (Depkop 2018).…”

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Perspektif Adopsi Media Sosial Sebagai Implementasi Teknologi Manajemen Hubungan Pelanggan (CRM) Pada UMKM

Djatnika

Gunawan

2021

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Hadirnya media sosial menjadi sebuah media penghubung yang dapat digunakan untuk aktivitas bisnis yang mengarah kepada pengelolaan hubungan pelanggan (CRM), namun dibalik penggunaannya media sosial bagi aktivitas CRM ini terdapat sesuatu yang menarik untuk dikaji. Pelaku usaha UMKM kesulitan untuk menjadikan media sosial menjadi strategi khusus untuk bisnis, mereka hanya dapat menggunakan media sosial sekedar untuk melakukan komunikasi pemasaran secara sederhana, sehingga efektifitas penggunaan media sosial dalam konteks peningkatan penjualan belum dapat diukur dengan jelas, hal ini dikarenakan kemampuan dari pelaku usaha yang cenderung bermasalah dalam aspek SDM dan pengelolaan teknologi. Hal inilah yang menjadikan UMKM tetap kehilangan peluang untuk meningkatkan performanya dalam aktivitas pemasaran dan peningkatan penjualan. Tujuan dari penelitian ini adalah untuk mengukur faktor-faktor adopsi media sosial sebagai implementasi teknologi dalam aktivitas usaha UMKM serta bagaimana pengaruhnya terhadap intensi penggunaan media sosial sebagai teknologi CRM. Pendekatan secara kuantitiatif diaplikasikan pada penelitian ini, Metode survey dikolaborasikan dengan aktivitas observasi secara sampling acak. Teknik pemaparan hasil penelitian dilakukan secara deskriptif, dengan analisis PLS-SEM (Partial Least Squares). Sebanyak 306 data responden diperoleh melalui kuesioner yang didistribusikan secara online melalui direct message Instagram, WhatsApp, maupun pemberian kuesioner secara langsung pada saat observasi. Hasil dari penelitian ini memperlihatkan bahwa pelaku usaha memiliki persepsi yang positif terhadap penggunaan media sosial dalam aktivitas bisnis mereka. Kemudian dapat disimpulkan bahwa faktor Facilitating Conditions, Performance Expectancy, dan Trust berpegaruh signifikan terhadap penggunaan media sosial sebagai sebuah implementasi teknologi CRM dalam aktivitas usaha.

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“…Social media technology allows customers and companies to interact and participate in two-way communication [14,15], in which both the client and company are active participants in the generation and dissemination of content which is generated in an environment that is characterized by a network of people that are interconnected [16]. Participation in social platforms includes how consumers use, share and talk about content related to the brand and company [17].…”

Section: Introductionmentioning

confidence: 99%

The Use of Digital Social Networks and Engagement in Chilean Wine Industry

Egaña

Pezoa-Fuentes

Roco

2021

JTAER

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Recently, companies and consumers of the wine industry have changed their manner of two-way communication, with the rise of technology that introduces social networks and urges the spread of content. In this study, we identified the use and importance of engagement in social networks such as Facebook (2008 to 2018), Instagram (2012 to 2018) and Twitter (2010 to 2018) since the creation of their official accounts for the main Chilean wineries. The methods used involve qualitative and quantitative approaches that integrate the opinion of a panel of experts to estimate a social media engagement indicator through a descriptive statistical analysis and network analysis, from data originated of 70,856 publications. The results show the upward evolution of engagement, calculated through the interactions seen from users of social networks of the wineries, with users of networks of these wineries leaning towards Facebook in the first place, then Instagram, and Twitter. The contribution of this research lies in the generation of empirical evidence that allows the wine industry in a developing country to enhance its competitive advantage through the correct use of its social networks, the management of its engagement, and the diffusion of new marketing strategies.

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Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises

Cited by 46 publications

References 99 publications

Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry

Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry

Perspektif Adopsi Media Sosial Sebagai Implementasi Teknologi Manajemen Hubungan Pelanggan (CRM) Pada UMKM

The Use of Digital Social Networks and Engagement in Chilean Wine Industry

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