Impact of Technology Use on Performance : An Organizational Perspective within Social CRM
Type
working paper
Date Issued
2015
Author(s)
;
Järvinen, Joel
;
Karjaluoto, Heikki
;
;
;
Research Team
IWI5
Abstract
This paper presents a structural model for evaluating the impact of Social CRM technology use on Social CRM performance. Today, companies implement Social CRM tools with a set of features, but still struggle to realize and assess the benefits of the implemented technology. Little research has been conducted on a corresponding approach linking Social CRM technology use to Social CRM performance. To address this gap, the article develops and empirically evaluates a structural model, built on the resource-based view and the capability perspective. Data from a survey sample of 122 marketing, communication and IT decision makers is analyzed through a structural equation model. The results show that Social CRM technology use has a significant impact on capabilities, which in turn have a direct impact on Social CRM performance. The theoretical contribution involves a new structural model, while the practical implications include the justification of current and future Social CRM engagements.
Funding(s)
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
No
Publisher
Under review at 36th International Conference on Information Systems
Subject(s)
Division(s)
Eprints ID
239942
File(s)![Thumbnail Image]()
Name
Impact of Social CRM Technology Use on Social CRM Performance.pdf
Size
649.8 KB
Format
Adobe PDF
Checksum (MD5)
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