社交媒体和以客户为中心的技术对绩效结果的影响:社交CRM能力的中介作用

Q3 Business, Management and Accounting
Shampy Kamboj, Mayank Yadav, Z. Rahman
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引用次数: 20

摘要

随着社交媒体技术的出现,客户关系管理(CRM)的概念发生了巨大的变化,因为大多数公司现在都将社交媒体纳入其已建立的CRM系统,这促进了术语社交CRM的发展。本文研究了社交媒体和以客户为中心的技术对社交CRM能力的影响。本文为社会CRM能力导致企业绩效结果的论点提供了经验证据;以客户为基础的利润绩效和新产品开发绩效。通过结构方程建模(SEM)对所提出的假设和模型进行了验证。结果表明,社会化媒体技术和以客户为中心的技术对社会化CRM能力都有显著的影响。同样,这些社交CRM功能也被发现对基于客户和基于产品的绩效结果有积极影响。这篇论文对学者和管理者都很有用,因为它提出了一些理论和实践的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of social media and customer-centric technology on performance outcomes: the mediating role of social CRM capabilities
With the emergence of social media technology, the concept of customer relationship management (CRM) has drastically changed, as the majority of the firms are now incorporating social media into their established CRM system, which facilitate the evolution of term social CRM. This article investigates the influence of social media and customer-centric technology on social CRM capabilities. The paper presents empirical evidence for the argument that social CRM capabilities lead to firm performance outcomes; customer-based profit performance and new product development performance. The developed hypothesis and proposed model was tested through structural equation modelling (SEM). The results show that both social media technology and customer-centric technology have a significant influence on social CRM capabilities. Similarly, these social CRM capabilities also found to have a positive effect on customer-based and product-based performance outcomes. This paper will be useful for both academicians and managers, as it presents several theoretical and practical insights.
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来源期刊
International Journal of Electronic Marketing and Retailing
International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management
CiteScore
2.30
自引率
0.00%
发文量
54
期刊介绍: The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.
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