通过社交网络分析采用WhatsApp加强内部CRM

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-08-04 DOI:10.1080/15332667.2020.1802643

S. Agrawal

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引用次数: 16

摘要

摘要本研究旨在通过社交网络分析，从员工的角度探讨服务企业如何利用WhatsApp平台加强内部CRM。该研究采用描述性研究设计和访谈法，收集了位于印度中央邦博帕尔的一家最大私营部门银行主要分行的67名工作人员的数据。早些时候，证实所有员工都在他们的专业WhatsApp群中。该研究确定了WhatsApp平台的各种基本特征。最重要的是，该研究发现，根据关键指标，专业WhatsApp上的67名员工网络连接良好。因此，WhatsApp是当今最受欢迎的社交媒体平台之一，可以用于加强服务公司的内部CRM系统。该研究为管理人员和研究人员提供了一系列理论和实践知识。

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Adoption of WhatsApp for Strengthening Internal CRM through Social Network Analysis

Abstract The present study aimed at how service firms can adopt the WhatsApp platform for strengthening internal CRM from employees’ viewpoints through social network analysis. The study employed a descriptive research design with an interview method for collecting the data of 67 staff members from one the largest private sector bank’s main branch situated at Bhopal, Madhya Pradesh, India. Earlier, it was confirmed that all the staff members were on their professional WhatsApp group. The study identified various essential characteristics of the WhatsApp platform. Most importantly, the study found that the network of 67 staff members on the professional WhatsApp is well-connected based on the key metrics. Thus, WhatsApp is one of the most popular social media platforms nowadays which can be adopted for strengthening the internal CRM system of service firms. The study unfolds a range of theoretical as well as practical knowledge for both managers and researchers.

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.