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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 Wong
Social 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 Research

Editors

L Holmes

Pagination

87-98

ISBN

9780648117209

Department/School

School of Information and Communication Technology

Publisher

Asia Pacific Institute of Advanced Research

Place of publication

Australia

Event title

2nd International Conference on Advanced Research

Event Venue

Melbourne, Australia

Date of Event (Start Date)

2017-11-18

Date of Event (End Date)

2017-11-19

Rights statement

Copyright 2017 Asia Pacific Institute of Advanced Research (APIAR)

Repository Status

  • Restricted

Socio-economic Objectives

Expanding knowledge in the information and computing sciences

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