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From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs
Citation
Harrigan, P and Miles, MP, From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs, Small Enterprise Research, 21, (1) pp. 99-116. ISSN 1321-5906 (2014) [Refereed Article]
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Copyright 2014 eContent Management Pty Ltd.
Official URL: http://ser.e-contentmanagement.com/archives/vol/21...
DOI: doi:10.1080/13215906.2014.11082079
Abstract
This paper builds on previous research that investigated the critical factors underpinning the e-
CRM activities of SMEs. However, marketing practice has moved on from the ‘e’ in e-CRM.
Today, the disruptive technologies in CRM are social media. This is particularly true for SMEs,
where social media are free tools that can be used to foster engagement between organization and
consumer, and thus social CRM (s-CRM). An online survey was completed by 156 SMEs, and
exploratory factor analysis uncovered seven factors underpinning their s-CRM activities. Findings
illustrate the importance of a customer relationship orientation, uncover support and data issues
around social media use, promote the importance of customer engagement in online communities,
and recognise the driving role of information processes. This study contributes to theory by measuring s-CRM in SMEs through a dynamic capabilities lens. For SME owner-managers, it emphasises the need to strategically combine social media use with CRM activities.
Item Details
Item Type: | Refereed Article |
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Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing management (incl. strategy and customer relations) |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Miles, MP (Professor Morgan Miles) |
ID Code: | 93697 |
Year Published: | 2014 |
Deposited By: | TSBE |
Deposited On: | 2014-08-13 |
Last Modified: | 2017-11-27 |
Downloads: | 0 |
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