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The role and nature of scrm in Australian private sector: an exploratory study
conference contribution
posted on 2023-05-23, 13:02 authored by Yawised, K, Leonie Ellis, Ming WongMing WongSocial Customer Relationship Management (SCRM) is an emerging concept that includes strategies, processes and technologies to link social media with the existing approach to traditional CRM. It is a corporate strategy for engagement with customers rather than simply a technology upgrade and not a replacement of traditional CRM. Even though the body of knowledge on the subject is vast, it is scatted due to the lack of research on this topic, especially in Australia. This paper reports a survey-based study conducted to investigate the current level of SCRM adoption by Australian companies, including the objectives for SCRM adoption, types of social media used with SCRM, SCRM implementation-related activities and barriers related to SCRM implementation at the early stage, using a sample of 1,060 Australian companies (comprising 597 SCRM adopters and 473 SCRM non-adopters). The findings highlight that SCRM adoption has been relatively superficial and usually not supported by a formal integrated strategy and policy framework. Even so, it appears that Australian companies are increasingly taking advantage of social media to manage customer relationships. This study serves as a starting point for research into SCRM implementation in the private sector to build up confidence among shareholders and investors for adopting such initiatives.
History
Publication title
Proceeding from the 2nd International conference on Advanced ResearchEditors
L HolmesPagination
87-98ISBN
9780648117209Department/School
School of Information and Communication TechnologyPublisher
Asia Pacific Institute of Advanced ResearchPlace of publication
AustraliaEvent title
2nd International Conference on Advanced ResearchEvent Venue
Melbourne, AustraliaDate of Event (Start Date)
2017-11-18Date of Event (End Date)
2017-11-19Rights statement
Copyright 2017 Asia Pacific Institute of Advanced Research (APIAR)Repository Status
- Restricted