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Alexander Wieneke
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Wieneke
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Alexander
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Item type:Publication, Social CRM Performance Model : An Empirical Evaluation(2015-06-07); ; ; This paper presents an empirical investigation of a Social CRM performance model within an organizational perspective. A constraining factor regarding the implementation of Social CRM and the achievement of its objectives is the lack of an appropriate performance model. Little research has been conducted on a corresponding holistic approach and on the development of formative performance constructs. To address this gap, the article develops and empirically evaluates a Social CRM performance model, including an infrastructure-, process-, customer- and organizational performance construct. The data is analyzed using a structural equation model with a surveying sample of 126 marketing, communication and IT decision makers. The results show that infrastructure performance has an indirect, process performance a direct and customer performance no influence on organizational performance. The Social CRM performance model generates deeper insights into a company's performance interrelationship and provides a decision support system, in order to improve Social CRM activities and enhance organizational performance.Type:conference paper