Social CRM

Abstract

This chapter is based on an empirical research study that attempts to gain an understanding of the social customers' behavior by identifying the factors that influence their decision to participate in social customer relationship management (CRM) programs. A social behavioral model (SBM) was developed in this study. The construction of the SBM was partly based on two popular models: technology acceptance model and theory of planned behavior. The data (n=305) were analyzed with exploratory factor analysis, confirmatory factor analysis, and path analysis. Attitude, usefulness, and perceived risk are the most influential factors in SBM. Other variables—social identity, perceived ease of use, perceived behavioral control, perceived enjoyment, and satisfaction—affected intention indirectly. Subjective norm and image did not affect intention directly or indirectly; therefore, these two variables were dropped from the SBM. The resultant conceptual framework provides a stronger theoretical basis for understanding the behavioral aspect of social CRM implementation.

International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic

“…During the COVID-19 pandemic, due to several restrictions, the establishment of relationships with the customers through interactions became difficult, thus impeding CRM activities. In this situation, the relationship between the customers and the MNEs could be improved by using social CRM activities (Malthouse et al ., 2013; Rogers, 2015; Kupper et al ., 2015; Galib, 2018; Binder, 2022). CRM activities include analyzing customer data, and as there is a huge volume of data, using artificial intelligence (AI) is perceived to be the best way for the MNEs to carry this out.…”

“…Global virtual support is perceived to help MNEs to adopt this hybrid technology to improve international marketing management during the COVID-19 pandemic (Binder, 2022). Moreover, due to the complexity of customer interaction, contacting them by telephone, in weblogs, or in person is deemed to be inadequate (Malthouse et al ., 2013), and social CRM is perceived as the new way for interacting (Galib, 2018). The outcomes of social interactions between customs and MNEs become fruitful if such social CRM activities are integrated with artificial intelligence (AI) (Chatterjee et al ., 2019; Piccolo et al ., 2021).…”

Formal modeling and verification of a service composition approach in the social customer relationship management system

“…Due to increasing business processes and customer’s interactions complexity, traditional interconnections such as weblogs, telephones, and real meetings are not sufficient for the customers and business providers (Malthouse et al , 2013). Social CRM is a business-to-business technology that provides a new way for interactions between customers and business suppliers using social networks (Galib, 2018). Social CRM constitutes a consumer-centric management approach to manage the dynamic and complex interactions between business providers and customers (Kamboj et al , 2018).…”