Social CRM Performance Model : An Empirical Evaluation
Type
conference paper
Date Issued
2015-06-07
Author(s)
Research Team
IWI5
Abstract
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.
Funding(s)
Language
English
Keywords
Social CRM
Social CRM Performance
Social CRM Performance Model
Empirical Performance Model
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
The 28th Bled eConference "#eWellbeing" Proceedings : Research Volume
Start page
418
End page
435
Pages
18
Event Title
The 28th Bled eConference "#eWellbeing"
Event Location
Bled, Slowenien
Event Date
07.-10.06.2015
Subject(s)
Division(s)
Eprints ID
239937