Preprint Article Version 1 This version is not peer-reviewed

Social Customer Relationship Management and Organizational Characteristics

Version 1 : Received: 2 November 2018 / Approved: 5 November 2018 / Online: 5 November 2018 (08:31:42 CET)

A peer-reviewed article of this Preprint also exists.

Kantorová, K.; Bachmann, P. Social Customer Relationship Management and Organizational Characteristics. Information 2018, 9, 306. Kantorová, K.; Bachmann, P. Social Customer Relationship Management and Organizational Characteristics. Information 2018, 9, 306.

Journal reference: Information 2018, 9, 306
DOI: 10.3390/info9120306

Abstract

Social customer relationship management (SCRM) is a new philosophy influencing the relationship between customer and organization, where the customer gets opportunity to control relationship through social media. The paper aims on (a) identification of current level of SCRM and also on (b) influence of basic organizational characteristics on SCRM level. The data were gathered through the questionnaire distributed in 362 organization headquartered in the Czech Republic. The questionnaire comprised 54 questions focusing on the significance of marketing and CRM practices, establishing a relationship with the customer, online communities, the use of social media in marketing, and acquiring and managing information. The majority of questions were scalable and used typical five-level Likert scale. Results showed that larger firms more often set up their own online communities and manage them strategically, moreover they are able to manage information better. Contrariwise, small sized organizations use social networks as a way to establish communication with the customer more than large sized entities. Use of social media for marketing purposes is significantly higher in organizations oriented on consumer markets than on business markets.

Subject Areas

customer relationship management (CRM); social media; social CRM; customer information; small and medium enterprises (SMEs)

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