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A framework for the adoption of social customer relationship management (scrm) by private sector
Citation
Yawised, K and Ellis, L and Wong, MC, A framework for the adoption of social customer relationship management (scrm) by private sector, Asian Journal of Science and Technology, 9, (4) pp. 7844-7851. ISSN 0976-3376 (2018) [Refereed Article]
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Copyright Statement
Copyright © 2018, Kritcha Yawised et al. Licensed under Creative Commons Attribution.
Official URL: https://www.journalajst.com/framework-adoption-soc...
Abstract
This study proposes a three-stage process for Social Customer Relationship Management (SCRM) engagement framework by Australian private sector companies. The mixed methods research design were employed using a sample of 597 Australian companies from surveys, incorporating semistructured interviews with senior IT and marketing managers from fourteen different companies. Descriptive statistics and thematic analysis were used to analyse data and provide the requirements at the initial stage of SCR Madoption. The survey and interview findings reveal that level of SCRM adopted by Australian companies is relatively superficial and ad hoc in the absence of a formal integrated SCRM strategy and policy framework. Additionally, the integration of both findings have further extended into the development of proposed practical framework to illustrate how SCR Mshould be carried out from a company’s strategic perspective. The proposed framework was describes by applying the principles of Resource-Based View (RBV) theory in helping companies make a decision about such engagement.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Keywords: | social customer relationship management, CRM, social media, SCRM framework, Australian companies |
| Research Division: | Information and Computing Sciences |
| Research Group: | Artificial Intelligence and Image Processing |
| Research Field: | Expert Systems |
| Objective Division: | Expanding Knowledge |
| Objective Group: | Expanding Knowledge |
| Objective Field: | Expanding Knowledge in the Information and Computing Sciences |
| Author: | Yawised, K (Mr Kritcha Yawised) |
| Author: | Ellis, L (Associate Professor Leonie Ellis) |
| Author: | Wong, MC (Dr Ming Wong) |
| ID Code: | 125877 |
| Year Published: | 2018 |
| Deposited By: | Information and Communication Technology |
| Deposited On: | 2018-05-14 |
| Last Modified: | 2018-08-16 |
| Downloads: | 1 View Download Statistics |
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