دانلود رایگان مقاله لاتین رسانه اجتماعی و عملکرد ارتباط با مشتری از سایت الزویر
عنوان فارسی مقاله:
استفاده از تکنولوژی رسانه های اجتماعی و عملکرد ارتباط با مشتری: بررسی قابلیت های مبتنی بر CRM اجتماعی
عنوان انگلیسی مقاله:
Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM
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مقدمه انگلیسی مقاله:
1. Introduction
Much like marketing managers in the late 1990s through early 2000s, who participated in the widespread deployment of customer relationship management (CRM) technologies, today's managers are charged with integrating nascent technologies – namely, social media applications – with existing systems and processes to develop new capabilities that foster stronger relationships with customers. This merger of existing CRM systems with social media technology has given way to a new concept of CRM that incorporates a more collaborative and network-focused approach to managing customer relationships. The term social CRM has recently emerged to describe this new way of developing and maintaining customer relationships (Greenberg, 2010). Marketing scholars have defined social CRM as the integration of customer-facing activities, including processes, systems, and technologies, with emergent social media applications to engage customers in collaborative conversations and enhance customer relationships (Greenberg, 2010; Trainor, 2012). Organizations are recognizing the potential of social CRM and have made considerable investments in social CRM technology over the past two years. According to Sarner et al. (2011), spending in social CRM technology increased by more than 40% in 2010 and is expected to exceed $1 billion by 2013. Despite the current hype surrounding social media applications, the efficacy of social CRM technology remains largely unknown and underexplored. Several questions remain unanswered, such as: 1) Can social CRM increase customer retention and loyalty? 2) How do social CRM technologies contribute to firm outcomes? 3) What role is played by CRM processes and technologies? As a result, companies are largely left to experiment with their social application implementations (Sarner et al., 2011), and they do so without a clear picture of how these new technologies can be used to develop new, performanceenhancing capabilities. Researchers have demonstrated that CRM technologies alone rarely provide direct value to firms, and, instead, these technologies are most effective when combined with other firm resources and processes (e.g., Chang, Park, & Chaiy, 2010; Jayachandran, Sharma, Kaufman, & Raman, 2005; Srinivasan & Moorman, 2005). While extant literature provides a firm footing upon which to base social CRM research, little research has yet examined how social media technologies interact with CRM systems and processes to enhance customer relationships. The contributions of this research are the following: first, this research conceptualizes and measures social CRM capabilities. While the interest in social CRM continues to grow among technology vendors and the popular press, the CRM literature has only recently begun exploring the concept and how to measure it. Second, this research demonstrates how social CRM capability is influenced by customercentric management systems and social media technologies. Third, this research examines the interactive effects of organizational resources and social media technology resources. These types of interactive effects have received little attention in the IT literature in general (Nevo & Wade, 2010; Wade & Hulland, 2004) and within the marketing technology context specifically (Trainor, Rapp, Beitelspacher, & Schillewaert, 2011). Finally, this research establishes a link between social CRM capabilities and customer relationship performance and examines organizational influences on this relationship.
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