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The role and nature of scrm in Australian private sector: an exploratory study


Yawised, K and Ellis, L and Wong, MC, The role and nature of scrm in Australian private sector: an exploratory study, Proceeding from the 2nd International conference on Advanced Research, 18-19 November, Melbourne, Australia, pp. 87-98. ISBN 9780648117209 (2017) [Refereed Conference Paper]

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Copyright 2017 Asia Pacific Institute of Advanced Research (APIAR)

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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.

Item Details

Item Type:Refereed Conference Paper
Keywords:social customer relationship management (SCRM), social media, CRM, Australian private sector
Research Division:Information and Computing Sciences
Research Group:Distributed computing and systems software
Research Field:Networking and communications
Objective Division:Expanding Knowledge
Objective Group:Expanding knowledge
Objective Field:Expanding knowledge in the information and computing sciences
UTAS Author:Yawised, K (Mr Kritcha Yawised)
UTAS Author:Ellis, L (Associate Professor Leonie Ellis)
UTAS Author:Wong, MC (Dr Ming Wong)
ID Code:123481
Year Published:2017
Deposited By:Information and Communication Technology
Deposited On:2018-01-09
Last Modified:2018-06-15

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