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Social CRM: A review of academic and practitioner literatures and research agendas

conference contribution
posted on 2023-05-23, 07:33 authored by Yawised, K, Marshall, P, Stockdale, R
Social customer relationship management (CRM) is an emerging concept that includes strategies, processes and technologies to link social networking with CRM processes. It is a means of incorporating the ‘customer’ strategy as part of the corporate strategy in order to engage customers, create meaningful of conversations and thereby maximise superior customer value. This paper aims to review the literature – both academic and practitioner – on social CRM, make a broad comparison between the two types of literature, and identify future research agendas. Preliminary results reveal that academic research focuses more on the specific issues surrounding the theoretical concept of social CRM (e.g. identifying the key determinants of social CRM adoption and building a framework to determine relevant core process functionalities), whilst practitioner research pays more attention to actions to respond to new challenges and capitalize on new opportunities offered by the emergence of social CRM phenomenon. From both the academic and practitioner points of view, attention must be placed on the development of business case for social CRM implementation. In particular, research offering useful tips of how to successfully adopt social networking sites as value-creating CRM tools would be of significant value.

History

Publication title

Proceedings of the Malaysian Conference on Information Systems (MCIS 2013)

Editors

S Nasirin, A Yoag, N Tuah, L Majawat, C Salimun and A Ibrahim

Pagination

101-107

ISBN

978-967-11705-0-2

Department/School

School of Information and Communication Technology

Publisher

Universiti Malaysia Sabah

Place of publication

Sabah, Malaysia

Event title

Malaysian Conference on Information Systems (MCIS 2013)

Event Venue

Kota Kinbalu, Sabah, Malaysia

Date of Event (Start Date)

2013-02-13

Date of Event (End Date)

2013-02-16

Rights statement

Copyright 2013 Malaysian Conference on Information Systems

Repository Status

  • Restricted

Socio-economic Objectives

Technological and organisational innovation

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    University Of Tasmania

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