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Assessment Schema for Social CRM Tools : An Empirical Investigation
Type
conference paper
Date Issued
2015-06-07
Author(s)
Research Team
IWI5
Abstract
This paper presents an assessment schema for Social CRM tools based on an empirical investigation. A constraining factor regarding the implementation of Social CRM tools (e.g., Engager, Demand Media etc.) is a lack of corresponding comparability of the different features (e.g., analysis of individual data, CRM interface etc.). Little research has been conducted on the assessment of Social CRM tools, and even less have used empirical investigations to develop an assessment schema for surveying the use of corresponding technologies. To address this gap, the study reveals a quantitative investigation of Social CRM technologies use as well as develops and evaluates an assessment schema for Social CRM tools (i.e., including a processing, communication, IS integration and management dimension). The data is analyzed using a formative measurement model with a surveying sample of 122 marketing, communication and IT decision makers. The results of the measurement model serve as weights for the assessment schema. It can be used to develop values for Social CRM tools with regard to their different ‘use' features and dimensions. A practical application is given for the tool Engager.
Project(s)
Language
English
Keywords
Social CRM tool
Social CRM tool assessment
assessment schema for Social CRM tools
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
489
End page
502
Pages
14
Event Title
The 28th Bled eConference "#eWellbeing"
Event Location
Bled, Slowenien
Event Date
07.-10.06.2015
Subject(s)
Division(s)
Eprints ID
239939