Social Customer Relationship Management as Predictor of Customer Relationship Performance: An Empirical Study of B2B and
Using an empirical survey conducted among B2B and B2C companies in India, the paper examines the linkage between social media use, customer relationship management (CRM), social customer relationship management (SCRM) and the customer relationship perform
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Indian Institute of Technology Delhi, New Delhi, India [email protected], [email protected], [email protected]
Abstract. Using an empirical survey conducted among B2B and B2C companies in India, the paper examines the linkage between social media use, customer relationship management (CRM), social customer relationship management (SCRM) and the customer relationship performance (CRP). A framework was constructed using literature review and validated by the regression analysis. The findings show that the social media use and CRM capabilities interact positively to build SCRM capabilities which then have positive impacts on CRP. The link‐ ages differ slightly for business to business (B2B) and business to consumers (B2C) companies. The paper also shares the challenges faced by the businesses in implementing the SCRM. Keywords: Customer relationship management · Social media · Social Customer Relationship Management · Customer Relationship Performance · India
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Context
Social media platforms are becoming an indispensable part of strategies in reaching out to the customers and to maintain the relationship with them. They act as touch points and serve as building blocks for personalized experiences in a socially networked ecosystem. There are social media uses without external customer interactions which are aimed at improving the internal collaboration of the businesses. The examples include internal social networking platforms, internal wikis, social media recruiting and image sharing boards. It is said that degree of social media use for internal collaboration might be an important influencing factor for successful external collaboration for the busi‐ nesses [1]. The traditional customer relationship management (CRM) focuses on aggre‐ gating and analyzing customer data in order to automate workflows for business process optimization and address issues related to customers in order to deliver high quality service to the customers. The new practices focus on engaging customers on a real time basis through multiple social media platforms and social monitoring tools [2]. This integration of social media in CRM is called as social CRM (SCRM). The SCRM enables not only employee to customer interactions but also customer to customer interactions and help in forming communities.
© IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 173–182, 2016. DOI: 10.1007/978-3-319-45234-0_16
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Efforts are being made by the practitioners to implement the social CRM in an optimum way resulting in higher profitability to the businesses. Many social media technologies and their applications are being labeled as SCRM, but there is still a dearth of guidelines for SCRM design and implementation [3]. As the social media technolo‐ gies are also evolving, the extant literature on this emerging space seems to be inade‐ quate. The paper attempts to fill this gap. The pape
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