Performance Measures for Social CRM : A Literature Review
ISBN
978-961-232-276-2
Type
conference paper
Date Issued
2014-06-01
Author(s)
Research Team
IWI5
Abstract
Social CRM deals with the integration of Web 2.0 and Social Media into Customer Relationship Management (CRM). Social CRM is a business strategy supported by technology platforms to provide mutually beneficial value for companies and their target groups. In practice, one factor impeding Social CRM implementation is the lack of performance measures, which assess Social CRM activities and monitor their success. Little research has been conducted investigating performance measures in order to develop a Social CRM performance measurement model. To address this gap, this article presents the qualitative part of a two-stage multi-method approach. It comprises a systematic and rigorous literature review as well as a sorting procedure. In this effort, 16 Social CRM performance measures and four categories of a performance measurement system are identified. The sorting procedure validates the corresponding classification and ensures a high degree of external validity. In a subsequent study, formative survey instruments are developed from the respective findings and are tested by applying a confirmatory factor analysis.
Funding(s)
Language
English
Keywords
Social CRM
Social Media
performance measures
Social CRM performance
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Research Volume
Publisher
Moderna Organizacija
Publisher place
Kranj
Start page
125
End page
139
Pages
15
Event Title
The 27th Bled eConference "eEcosystems"
Event Location
Bled, Slovenia
Event Date
01.-05.06.2014
Subject(s)
Division(s)
Eprints ID
231870