Measuring Social CRM Performance : A Preliminary Measurement Model
ISBN
978-3-00-049184-9
Type
conference paper
Date Issued
2015-03-06
Author(s)
;
Eymann, Torsten
;
;
;
Walter, Sebastian
;
Research Team
IWI5
Abstract
Social Customer Relationship Management (Social CRM) deals with the integration of Web 2.0 and Social Media into CRM. Social CRM is a business strategy supported by technology platforms in order to provide mutually beneficial value for both companies and customers. Gartner has identified Social CRM as one of the top innovation-triggered themes in 2013 [1]. In this context, a constraining factor regarding the implementation of Social CRM and the achievement of its objectives is the lack of an appropriate performance measurement model. Little research has been conducted on the relevant perfor-mance factors and Social CRM performance measurement models. To address this gap, the article presents the qualitative part of a two-stage multi-method approach. It comprises findings from a literature review, 15 semi-structured in-terviews and a consolidation procedure. A preliminary Social CRM performance measurement model is developed containing four performance dimensions, 25 classified Social CRM performance factors and corresponding performance measures.
Funding(s)
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Wirtschaftsinformatik Proceedings 2015
Publisher
Universität Osnabrück
Start page
887
End page
901
Pages
15
Event Title
12. Internationale Tagung Wirtschaftsinformatik (WI 2015) : Smart Enterprise Engineering
Event Location
Osnabrück, Germany
Event Date
04.-06.03.2015
Official URL
Subject(s)
Division(s)
Eprints ID
238666