Towards Social CRM - Scoping the concept and guiding research
ISBN
978-961-232-267-0
Type
conference paper
Date Issued
2013-06-09
Author(s)
Research Team
IWI5
Abstract
Web 2.0 and Social Media (SoMe) provide new opportunities for collaboration and co-value creation which supports a customer-centric management. Social Customer Relationship Management (SCRM) addresses these opportunities and aims at a high stakeholder engagement as a means to establish mutually beneficial relationships. At present, scholars attempt to comprehend what constitutes SCRM. This paper reviews state-of-the-art scholarly literature to provide a consolidated view on the current SCRM knowledge base. It reveals concurrent opinions, diverging perceptions and future directions for research along the dimensions SCRM definitions, objectives and approaches. We conclude that SCRM as a novel concept requires transformational efforts among all organizational parts. Approaches towards SCRM align on organizational determinants, CRM processes, the customer relationship lifecycle or develop conceptual models. We propose that research further explore this domain to progress the understanding of SCRM as basis for corresponding frameworks.
Language
English
Keywords
Social Media
Web 2.0
CRM
Social CRM
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Moderna Organizacija
Publisher place
Kranj
Start page
190
End page
205
Pages
16
Event Title
26th Bled eConference "eInnovations: challenges and impacts for individuals, organizations and society"
Event Location
Bled, Slovenia
Event Date
09.-13.06.2013
Official URL
Subject(s)
Division(s)
Eprints ID
223469
File(s)![Thumbnail Image]()
open.access
Name
Lehmkuhl, Jung - 2013 - Towards Social CRM - Scoping the concept and guiding research.pdf
Size
1.26 MB
Format
Adobe PDF
Checksum (MD5)
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