Abstract
Organizations worldwide are becoming more interested in utilizing social media applications to enhance their marketing capabilities. One of the main fruits of integrating social media applications into the marketing, information technology and information systems areas is social customer relationship management (SCRM). SCRM has been the focus of attention for both marketing academics and practitioners. However, as this area is quite new, there is a need to propose a theoretical foundation explaining how using social media platforms for SCRM systems could predict customer engagement and customer relationship performance. Three main factors, i.e. social media use, a customer-centric management system, and relationship marketing orientation, are considered as key predictors of SCRM. SCRM is proposed as a key determinant of customer engagement, which in turn affects customer relationship performance. The proposed research methodology suggests conducting a quantitative study to validate the current study model. Further discussion regarding the research contribution and main limitations are provided in the last sections.
Highlights
Organizations worldwide seem to have become more interested in utilizing different information technology and digital marketing tools to sustain their relationships with their customers as well as to maintain their market share [5, 9, 11, 27, 37]
There are a limited number of studies that have tested how using social media platforms for social customer relationship management (CRM) (SCRM) systems could add value to organization performance [3]. As this area is quite new, the current study realizes the necessity of proposing a theoretical foundation which could provide a clear picture explaining how using social media platforms for SCRM systems could predict customer performance
As this study considers the implementation of SCRM over the social media platforms, it was important to consider the impact of social media on SCRM
Summary
Organizations worldwide seem to have become more interested in utilizing different information technology and digital marketing tools to sustain their relationships with their customers as well as to maintain their market share [5, 9, 11, 27, 37]. Web 2.0 and social media applications (i.e. Facebook, Twitter, Instagram, YouTube, and Snapchat) have been the focus of attention for modern organizations [4]. Customer relationship management (CRM) systems are progressively considering social media platforms as new mechanisms to conduct their activities [30]. SCRM could not exist without such revaluation of expanding the uses of social media and Web 2.0 applications over the CRM area [14]. Such integration has emerged with the intention of providing firms and companies with more capabilities to contribute to customer satisfaction and experience [1, 4, 28, 30]. As this area is quite new, the current study realizes the necessity of proposing a theoretical foundation which could provide a clear picture explaining how using social media platforms for SCRM systems could predict customer performance
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