Preview

PDF Not available 126Kb

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 Type:	Refereed Article
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