Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises

Marjeta Marolt,Andreja Pucihar,Anja Žnidaršič,Hans-Dieter Zimmermann

doi:10.4067/s0718-18762020000200104

Abstract

With the emergence of social media, customer relationship management has undergone noticeable changes and gained a great deal of attention from researchers and practitioners in recent years. In this paper, we provide additional insights into how intensively business-to-customer micro, small and medium-sized enterprises adopt social customer relationship management. Based on the literature review and insights from interviews with six micro, small and medium-sized enterprise owners/managers, we developed a conceptual research model that integrates the antecedents, intensity of social customer relationship management adoption, and performance outcomes. For the intensity of social customer relationship management adoption, we applied process-based conceptualization consisting of the customer engagement process and customer data management process. Then we empirically tested a conceptual research model by using data collected in a survey of 119 micro, small and medium-sized enterprises in Slovenia. We found that not all antecedents are equally relevant to both processes of the intensity of social customer relationship management adoption. Additionally, we found that the intensity of social customer relationship management adoption has a positive effect on customer relationship performance. Based on these findings, we provide recommendations for further research and offer practical implications for micro, small and medium-sized enterprises considering social customer relationship management adoption.

Highlights

Social media (SM), have refined the way enterprises are managing relations with their customers [71]
How can we conceptualize the intensity of social customer relationship management (CRM) adoption in B2C small and medium-sized enterprises (SMEs)? Here, we propose a process-based conceptualization of the intensity of social CRM adoption, which consists of the customer engagement process and customer data management process
The research model for the assessment of social CRM adoption consists of five independent latent variables with reflective indicators, one second-order latent variable composed with two first-order constructs, and one final dependent latent variable with reflective indicators

Summary

Introduction

Social media (SM), have refined the way enterprises are managing relations with their customers [71]. The flow of information has become multidirectional as customers are creating, seeking, and sharing information using different channels and devices. In this context, relationships with customers became more challenging to control and manage [49]. Enterprises have recognized SM as a useful tool for maintaining relationships with their customers [112]. With SM, enterprises gain the ability to actively engage with customers and build deeper relationships [115]. Some even manage to involve customers in product and service innovation processes [102]

Objectives

Methods

Results

Conclusion