Modelling CRM in a Social Media Age

Abstract

Customer relationship management is a continually evolving domain that has been particularly affected by social media, which have revolutionised the way businesses and consumers interact. This paper on social CRM builds on a previous model of CRM prior to the growth of social media ( Jayachandran et al., 2005 ). We present a new model for social CRM, including a new construct of customer engagement initiatives and adaptations of other constructs to cater for the impact of social media. An online survey was used to collect data from a population of marketing practitioners and partial least squares analysis was used to test the model. Findings show the importance of an underlying customer relationship orientation; how it impacts on social media technology use and customer engagement initiatives, and also directly on customer relationship performance. A relationship is also shown between engagement and relational information processes, which is viewed as a performance outcome of social CRM. Thus, from a managerial perspective, one recommendation we make is that organisations should utilise the rich customer information that is created with every customer engagement through social media to drive future marketing decisions.

Technologies That Support Marketing and Market Development in SMEs-Evidence from Social Networks

“…Customer‐oriented selling was not found to be positively related to social media usage, although it does have a positive effect on sales performance. In contrast, Harrigan et al () show that an underlying customer relationship orientation is needed to drive social media technology use and customer engagement initiatives.…”

Overview and Future Opportunities of Sentiment Analysis Approaches for Big Data

“…Although opinion mining was introduced earlier, SA has gained increasing attention in big data because of the commercial value emphasised by the enterprises (Agnihotri et al, 2015;Harrigan et al, 2014;He et al, 2015). This is because social media is increasingly being relied upon for product reviews.…”

“…In accordance with the potential that big data offers, an increasing number of studies have focused on techniques for analysing new and diverse digital data streams to reveal new sources of economic value, provide fresh insights into customer behaviour and identify market trends in advance (Bernabé-Moreno et al, 2015;Harrigan et al, 2014;Malthouse et al, 2013). Sentiment Analysis (SA) is one of the main agenda in big data that focuses on various ways to analyse big data to identify patterns and relationships, make informed predictions, deliver actionable intelligence and gain business insight from this steady influx of information.…”

Maturity Assessment of Social Customer Knowledge Management (Sckm) Using Fuzzy Expert System

“…Major studies (from 2005 to 2017) related to the concepts of CRM, KM, CKM, ECRM and social media are shown in Table 1. (Yong, Yongqing 2015), (Mukherji 2012), (Mehdibeigi et al 2016) ü û û û ü (Harrigan et al 2015) û û ü ü ü (Sindakis et al 2015), (Fidel et al 2015), (Srisamran, Ractham 2014), (Al-Shammari 2014), (Wu et al 2013), (Attafar et al 2013), (Li et al 2013), (Aghamirian et al 2013), (Sedighi et al 2012) û ü ü ü ü (Aghamirian et al 2015) û û û ü û (Akhavan et al 2014) ü û ü ü ü (Buchnowska 2014), (Chua, Banerjee 2013 Nejatian et al 2011), (Jafari et al 2009), (Salomann et al 2005 Rosa et al 2016) As outlined above, many studies have been conducted on 2-way interactions among CRM systems/processes, knowledge creation and customer knowledge. However, the 4-way interactions between ECRM systems, the types of customer knowledge, knowledge creation processes and social media have rarely been considered, or the discussion has been restricted to only one type of ECRM system (primarily analytical systems) or one type of customer knowledge.…”

“…In today's competitive market, those companies can survive that can create and distribute new knowledge and turn it into goods and services. Currently, the problem of organizations is that they fail to provide CRM processes in the context of social media, in order to construct an integrated architecture based on the customer knowledge (Harrigan et al 2015). Researchers have identified several benefits from social media marketing activities.…”